Consumer Experience with Augmented Reality in online shopping in Pakistan

Abstract

The rapid growth of immersive technologies has reshaped online retailing, particularly through the integration of Augmented Reality (AR) into digital shopping platforms. This study examines how AR features influence consumer experience and purchase intention in the context of online shopping in Pakistan. Drawing on the Technology Acceptance Model (TAM) and the Stimulus–Organism–Response (SOR) framework, the research analyzes how interactivity, vividness, novelty, informativeness, and technical reliability affect perceived enjoyment, hedonic value, utilitarian value, satisfaction, and attitude, ultimately shaping purchase intention. A quantitative, cross-sectional design was employed, and data were collected through a structured questionnaire from Pakistani online shoppers aged 18 and above. SPSS was used for descriptive statistics and reliability analysis, with Cronbach’s alpha values exceeding 0.70, indicating acceptable internal consistency. The findings demonstrate that interactive and informative AR features reduce uncertainty and enhance functional value, while vividness and novelty increase enjoyment and engagement. The study provides theoretical and practical insights for AR adoption in emerging digital markets.