Abdullah, Muhammad, Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2026) Enhancing Online Consumer Experience: The Role of Augmented Reality in E-Commerce. In: 2026 GBATA readings book. Global Business and Technology Association, pp. 1-11

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Abstract

Augmented reality (AR) is a technique that helps people to see things in their real-world using tablets or phones, which makes online shopping look more fun and real. This paper sees that by asking 300 people, AR improves online shopping how they feel about it. The study examines whether AR's ability allows you to interact with products, adapt them, and feel that you really make people happy, rely more on products, and want to buy more. The results suggest that AR helps people enjoy shopping, feel more confident about what they are choosing, and more satisfied. The paper also talks about ideas for future studies and indicates certain limitations of current research.

Item Type:	Book Section
Status:	Published
DOI:	10.5281/zenodo.22055431
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/15796

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