Bridging virtual and physical retail through augmented reality: A multi-method analysis of consumer behaviour

Abstract

In today’s fast-paced digital landscape, consumer expectations around online shopping are rapidly evolving. Beyond mere convenience, customers now seek engaging, personalized, and immersive experiences. Augmented Reality (AR) is emerging as a transformative technology that redefines online shopping by enabling users to visualize products in real-time, thereby enhancing decision-making and fostering deeper brand trust. This study explores the impact of AR-driven features such as virtual try-ons, 3D product modelling, and immersive navigation on consumer behavior. Employing data-driven methodologies, user interaction analysis, and advanced statistical techniques including Principal Component Analysis (PCA) and Analysis of Variance (ANOVA), the research uncovers how AR enriches online shopping by increasing emotional engagement and perceived credibility. However, the findings also reveal that AR implementations must be user-centric; overly complex interfaces may diminish effectiveness, particularly among detail-oriented users. The study concludes with strategic insights for businesses aiming to leverage AR technologies to enhance user experience and foster long-term customer relationships in the E-Commerce retail ecosystem