Impact of Integration of Augmented Reality on Website Quality, Trust and Brand Recall

Abstract

This research explores some of the issues of Augmented reality. The objective of this research is to examine the effect of augmented reality on website quality variables such as information quality, service quality, and system quality. Moreover, we explore if the integration of AR increases the brand recall and trust of consumers. The findings of the study confirm that there is a strong relationship between the integration of AR in website and Brand Recall. With the AR-try-on feature, the chances of customers to recall and retain the brand in mind is very high as compared to the Without AR website. This study primarily provides a comparison between the consumer's online purchase intention between the website with/without the AR feature. This provides viable implications for the e-commerce companies to focus on integrating AR as it helps in inclination towards creating an impact on the consumer mind in the very first look of the website. AR is of its kind driving force behind sales and marketing innovation. If a consumer uses the AR website, it will remain in the memory of the consumer for a longer period. Using AR, a company will be able to give an unforgettable experience to the customers. These results testify that augmented reality can create an engaging online shopping experience.

Keywords: Website Quality, Augmented Reality, Online Purchase Intention, E-commerce, Brand Recall