The influence of AR & VR-induced reality congruence on customer engagement in e-commerce websites: a mediation analysis

This study investigates how augmented reality (AR) and virtual reality (VR) can improve service quality to achieve customer engagement by inducing reality congruence. The study explores the relevance of the stimulus-organism-response (SOR) model and the cognitive-conative-affective framework. A conceptual model is proposed, and hypotheses are developed to test the model. We gathered data from 400 e-commerce users and utilized partial least squares structural equation modelling (PLS-SEM) to examine the data. It included incorporating second-order constructs to capture the underlying dimensions of customer engagement. The empirical findings indicate that reality congruence enhances service quality and facilitates customer engagement through traits. The study demonstrates that reality congruence strengthens trust and commitment, leading to customer engagement. Based on these findings, reality congruence (AR &VR) is crucial for e-commerce service providers to foster customer engagement. The practical implications of this study suggest that e-commerce service providers and integrative technology designers must actively engage customers in a digitally connected and intensely competitive era.