IJLTEMASInternational Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS)IJLTEMAS2278-2540IJLTEMAS39210.51583/IJLTEMAS.2026.150900041Consumer BehaviorImpact of Augmented Reality and Virtual Reality on Consumer Attitudes, Satisfaction, and Shopping Behaviour in IndiakumariPreeti
Research Scholar, IMSAR, M.D. University, Rohtak, Haryana India159520536240720261709202603102026Augmented RealityVirtual Realityconsumer satisfactionshopping behaviourpurchase intentionIndia.Abstract
Engaging technologies‚ such as AR and VR‚ have been increasingly embraced within the domains of retailing and consumer marketing as tools for product visualization‚ virtual try-ons and store simulations‚ interactive product demonstrations‚ and personalized online shopping experiences․ Previous studies on the applications of AR and VR in the retailing context have investigated topics such as perceived usefulness‚ enjoyment‚ interactivity‚ telepresence‚ flow‚ trust and experiential value․ The proposed concepts can influence consumer attitude‚ satisfaction‚ continuance intention‚ intent to revisit‚ word-of-mouth‚ intent to buy and shopping behaviour towards e-commerce․ The paper develops a foundation to study the impact of augmented reality and virtual reality on attitude‚ satisfaction‚ and shopping behaviour in the Indian context of online retailing. India provides a strong context for AR/VR adoption due to high smartphone penetration, rapid e-commerce growth, digital payments, and a tech-savvy consumer base .The review finds AR and VR shape consumer’s cognitive and affective responses .Other discussed topics in the article are the use of AR and VR technologies in multiple different retail settings‚ including fashion‚ beauty‚ furniture‚ luxury‚ electronics‚ ecommerce and experience . Short-term AR adoption in India could be faster in the mobile space since it can be deployed through more smartphones and mobile commerce applications․ The study offers insights for marketers‚ e-retailers‚ platform designers and researchers‚ as India is one of the fastest developing digital consumer markets in the world․
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