How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process

Area of Science:

• Consumer Behavior
• Human-Computer Interaction
• E-commerce Technology

Background:

• E-commerce faces limitations in pre-purchase product trial, increasing perceived risk for consumers.
• Augmented reality (AR) allows virtual product integration into the real world, potentially mitigating this risk.
• The precise impact of AR on consumer decision-making, comfort, and confidence requires further investigation.

Purpose of the Study:

• To investigate how augmented reality (AR) influences perceived risk in online shopping.
• To analyze the effect of AR on the consumer decision process, including decision comfort and confidence.
• To elucidate the mechanism through which AR impacts consumer satisfaction and engagement.

Main Methods:

• A between-subjects experimental design was employed to assess the impact of AR.
• Participants' perceptions of risk, decision comfort, decision confidence, and satisfaction were measured.
• The study analyzed the relationship between AR, risk reduction, and subsequent consumer behavior.

Main Results:

• Augmented reality (AR) significantly reduces the perceived risk associated with online shopping.
• AR does not directly influence the consumer decision process itself.
• Risk reduction and increased decision comfort lead to enhanced decision confidence and satisfaction.

Conclusions:

• AR enhances online shopping by reducing perceived risk, fostering decision confidence, and increasing satisfaction.
• Satisfied customers exhibit greater engagement with online retail platforms.
• These findings offer valuable insights for AR marketing strategies and managerial practices in the metaverse era.