Exploring user perception in mobile shopping: A comparison between augmented reality and virtual reality
Yilin Tang, Jiaxiang You, Liuqing Chen · Design and Artificial Intelligence · 2025
• We compare augmented reality technology and virtual reality technology about their effects on customers’ perceptions and responses in the context of mobile shopping. • A new theoretical model is proposed to estimate customers’ acceptance of AR and VR, in which different technical features between AR and VR are included. • Information is outlined as an important factor in contributing to whether customers are willing to shop via AR, and immersion is the key factor for VR. • Through a survey based on AR and non-immersive VR (interactive 360° panoramic view) functionalities in a commercial mobile shopping application, this study provides practical insights for retailers in their strategy of choosing or integrating AR and VR, as well as some recommendations in designing AR and VR supported applications. Despite the considerable potential that augmented reality (AR) and virtual reality (VR) hold for enhancing mobile shopping experiences, these technologies have often been misused or ineffective in practical applications. This study, focusing on the context of smartphone usage, investigates the distinct and shared impacts of AR and VR on user perceptions and responses. An extended technology acceptance model was proposed, including different features of AR and VR, namely immersion, interaction, and information. The theoretical model was tested in the actual mobile shopping applications with AR and non-immersive VR features, using survey-collected data from 274 participants and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. The results demonstrate a common trend that immersion, interaction, and information can positively influence consumer perception and response in both AR and VR. However, AR and VR differed in how immersion and information have an impact on perceived enjoyment and perceived informativeness, highlighting the important role of information in AR and immersion in VR. This study provides practical insights for retailers in the user experience design of AR and VR-supported applications, as well as how to choose and integrate AR and VR for improved mobile shopping.