Effect of augmented reality on consumer behavior in e-commerce

• Main Authors: UZOECHINA, Chibuke, NAH, Fiona Fui-hoon
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: Augmented reality; e-commerce; consumer behavior; purchase intention; Databases and Information Systems; E-Commerce; Graphics and Human Computer Interfaces
• Online Access: https://ink.library.smu.edu.sg/sis_research/9973; https://ink.library.smu.edu.sg/context/sis_research/article/10973/viewcontent/Effect_of_Augmented_Reality_on_Consumer_Behavior_in_E_Commerce_pvoa.pdf
• Institution: Singapore Management University

AR technology has been referred to as the future of e-commerce. In this paper, we propose to investigate the effect of AR on consumer behavior in e-commerce. Based on the theory of telepresence, we generated a set of hypotheses on their relationships. An experimental study is proposed to test the hypotheses. Our findings will be of interest to e-commerce companies that are looking at incorporating AR into their e-commerce platforms.