Project Abstract

This project aims to delve into the transformative influence of augmented reality (AR) on consumer purchasing behavior. As the digital and physical worlds become increasingly intertwined, understanding how emerging technologies like AR shape consumer decision-making is crucial for businesses to remain competitive and responsive to evolving market trends. The proliferation of AR-enabled devices and applications has opened up new avenues for brands to engage with their target audiences in innovative and immersive ways. By overlaying digital content onto the physical environment, AR empowers consumers to visualize and interact with products in real-time, potentially altering their perceptions, expectations, and ultimately, their purchasing decisions. This project seeks to uncover the specific ways in which AR influences various stages of the consumer buying process, from initial product awareness and consideration to the final decision to purchase. Through a comprehensive literature review and empirical research, this project will delve into the theoretical frameworks and empirical evidence surrounding the impact of AR on consumer behavior. The research will explore factors such as product involvement, perceived usefulness, and perceived ease of use, as well as the role of hedonic and utilitarian motivations in shaping consumer attitudes and behaviors. Additionally, the project will investigate the moderating effects of individual differences, such as technological aptitude and personal innovativeness, on the relationship between AR and consumer purchasing decisions. One of the key objectives of this project is to provide businesses and marketing practitioners with valuable insights that can inform their strategies and decision-making processes. By understanding the unique ways in which AR shapes consumer behavior, organizations can tailor their product offerings, marketing campaigns, and customer experiences to better align with the evolving needs and preferences of their target audience. The project will employ a mixed-methods approach, combining quantitative and qualitative research methods to gain a deeper understanding of the phenomenon. This may include surveys, experiments, and interviews with consumers and industry experts to uncover both the breadth and depth of the impact of AR on purchasing behavior. The findings of this project are expected to contribute to the growing body of knowledge in the fields of consumer behavior, marketing, and technology adoption. By bridging the gap between the theoretical and practical applications of AR, the project will offer valuable insights that can guide future research and help organizations navigate the rapidly changing landscape of digital technologies and their influence on consumer decision-making. Ultimately, this project aims to shed light on the transformative potential of augmented reality and its far-reaching implications for the future of consumer purchasing behavior. As the digital and physical worlds continue to converge, understanding the impact of innovative technologies like AR will be crucial for businesses to stay ahead of the curve and deliver exceptional customer experiences that drive long-term growth and success.

Project Overview