With the rise of digital technology, Virtual Reality (VR) and Augmented Reality (AR) are transforming online shopping experiences. However, limited research explores their impact on consumer emotions and purchase decisions. This study applies the Stimulus-Organism-Response (S-O-R) model to examine how three product types (hedonic, utilitarian, symbolic) interact with VR and AR to influence consumer experiences. A two-way ANOVA and path analysis were conducted with 90 participants (aged 20–50) to assess the effects of interactivity, immersion, informativeness, and involvement on emotional responses (pleasure, arousal, dominance) and purchase intention. Results show that VR enhances emotional engagement, especially for hedonic products, while AR is more effective for utilitarian products by providing greater informativeness. Symbolic products’ effectiveness depends on brand perception. Regression analysis confirms that emotional experience mediates the relationship between presentation mode and purchase intention, highlighting the role of psychological responses in virtual shopping behavior. This study contributes to human-computer interaction (HCI) and digital marketing by providing insights into VR/AR shopping behaviors. Findings suggest VR is ideal for experience-driven shopping, while AR supports functionality-based purchases. Future research should explore cross-cultural differences and long-term consumer adaptation.