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<p>Augmented Reality (AR) technology, a pivotal element of Industry 4.0, is revolutionizing consumer engagement and purchasing decisions, heralding the advent of Shopping 4.0. This study which is based on technology acceptance model (TAM), investigates five key factors influencing the AR shopping experience: prior AR use, product complexity, AR accessibility, product visualization, and price sensitivity. Through a survey involving 861 participants, 744 valid responses were analyzed using SMART-PLS software to construct a structural equation model. Our findings reveal that product visualization quality exerts the most significant influence, while product complexity has the least. Emotional engagement emerges as a crucial mediator in the relationship between AR and consumer purchase behavior as outcome variable. These insights provide valuable guidance for marketers aiming to enhance consumer interaction and drive sales in the competitive retail landscape.</p>

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Enhancing consumer decision-making in shopping 4.0: the impact of augmented reality on emotional engagement and purchase behavior

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月6日

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  • Abhay M. Vyas,
  • Gyaneshwar Singh Kushwaha

摘要

Augmented Reality (AR) technology, a pivotal element of Industry 4.0, is revolutionizing consumer engagement and purchasing decisions, heralding the advent of Shopping 4.0. This study which is based on technology acceptance model (TAM), investigates five key factors influencing the AR shopping experience: prior AR use, product complexity, AR accessibility, product visualization, and price sensitivity. Through a survey involving 861 participants, 744 valid responses were analyzed using SMART-PLS software to construct a structural equation model. Our findings reveal that product visualization quality exerts the most significant influence, while product complexity has the least. Emotional engagement emerges as a crucial mediator in the relationship between AR and consumer purchase behavior as outcome variable. These insights provide valuable guidance for marketers aiming to enhance consumer interaction and drive sales in the competitive retail landscape.