AR and Online Purchase Intention Towards Eye Glasses
Adersh S Prasad, Deepti Sinha, Saloni Goyal, Smriti Mathur · 2024
Augmented reality (AR) can be a potent tool for Indian online eyewear marketers by bridging the gap between online and offline purchasing experiences and meeting the needs of social validation and sensory engagement, which are preferences of Indian consumers. The present research explores how augmented reality (AR) technology affects Indian consumers' intentions to buy glasses online. A combination of descriptive and exploratory research design was used on the sample size of 236 consumers. Data was analyzed using frequency table and Structured Equation modelling (SEM) to identify the relationship amongst the variables. The findings indicate that accessibility to product information, telepresence, and perceived ease of use are important variables impacting purchase intention. AR can bridge the gap between online and offline experiences, meet consumer preferences, and create trust and confidence. Future research should explore AR's effectiveness and personalization possibilities for Indian online eyewear retailers. Future research should explore AR's effectiveness and personalization possibilities for Indian online eyewear retailers.