Augmented Reality Versus Web-Based Shopping: How Does Ar Improve User Experience and Online Purchase Intention

Abstract

Augmented Reality (AR) is an appropriate technology to enable users to put virtual products in their physical environment (e.g., a piece of furniture), which could help them to imagine the products before they buy. The objective of this study is the comparison between AR and web-based shopping by doing the multi-group analysis and also the study anticipates that presentation with AR has a strong impact on convincing customers. Finally, it should be noted that this research is conducted in a developing country. Understanding people’s shopping behaviour and habits in a developing country can reveal new aspects in the adoption of advanced technology such as AR. To achieve this, two distinct electronic questionnaires were devised: one focusing on conventional online shopping and the other centered around AR-assisted shopping. These questionnaires were based on six distinct attributes of Augmented Reality: interactivity, information, enjoyment, novelty, vividness, and intrusiveness. A total of 410 participants provided responses in order to determine the influencing factors. The participant pool was divided into two groups: the first comprising 204 individuals (Control Group) who utilized the IKEA website, and the second consisting of 206 individuals (Experimental Group) who engaged with the IKEA Place app. The collected data underwent analysis using structured equation modeling and multi-group analysis techniques, facilitating a comparative evaluation of questionnaire outcomes. The findings confirmed that AR shopping contributes to an enhanced user experience and bolsters intentions for online purchases. Notably, the degree of interactivity and intrusiveness inherent in the AR experience exhibited a significant influence on both online purchase intentions and user satisfaction. Furthermore, the element of novelty associated with AR had a discernible impact on user experience in contrast to non-AR environments. These results carry vital implications for retailers regarding the practical implementation of AR technology, shedding light on its potential to augment user experience and drive online shopping intentions.

Keywords: augmented reality, Web-based shopping, Online Shopping, Online purchase intention, User experience, Multi-group Analysis Techniques