Augmented and Virtual Reality in Consumer Decision-Making: Impact on Engagement, Confidence, and Purchase Intentions

Articles in Press

Document Type : Research Paper

Authors

1 Jami university

2 Department of Law, Jami University, Herat, Afghanistan

Abstract

This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) on consumer decision-making, with a particular focus on emotional engagement, product confidence, and purchase intentions. Using a mixed-methods approach, data were collected from 300 survey respondents and 30 in-depth interviews. The Structural Equation Modeling (SEM) results indicate that AR and VR significantly influence purchase intentions, with perceived value (β = 0.72, p < 0.001) emerging as the strongest predictor. Moreover, emotional engagement and product confidence are identified as key mediators in the relationship between AR/VR adoption and consumer purchase behavior. The findings demonstrate that AR enhances real-time product visualization, reducing purchase uncertainty, whereas VR fosters deep emotional immersion, strengthening consumer confidence and trust. This study contributes to the existing marketing literature by differentiating the effects of AR and VR on consumer behavior and identifying critical psychological mechanisms that drive purchase decisions. From a managerial perspective, businesses are encouraged to leverage AR for interactive product demonstrations and utilize VR for immersive brand experiences to enhance consumer engagement, brand loyalty, and sales performance.

Keywords

References

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Journal of Optimization and Supply Chain Management

Articles in Press, Accepted Manuscript
Available Online from 12 April 2025

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