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INSPIRA-JOURNAL OF COMMERCE,ECONOMICS & COMPUTER SCIENCE(JCECS) [ Vol. 12 | No. 1 | January - March, 2026 ]

Augmented Reality and Consumer Purchase Intention: A Review of Literature

Neha & Dr. Parmila Devi

Augmented reality has gained popularity in various fields, including medicine, industry, and daily life, leading to increased research interest in their use. This study aims to review empirical research on the acceptance of AR in all relevant fields. A total of 51 Studies published between 2014 and 2025 have been reviewed. The study examined the field, theoretical framework, methodological design, and factors influencing AR acceptance and use. The literature demonstrates that AR enhances consumer purchase intention primarily through hedonic experience, interactivity, and perceived usefulness, while reducing perceived risk—though its effectiveness depends on cognitive load, privacy perceptions, and contextual fit. Many studies use the Technology Acceptance Model (TAM) as their theoretical framework. AR marketing applications primarily focus on retail, tourism, and advertising. This research summarizes studies by outcome variables to identify key themes across the application areas. The outcome variables fall into three categories: technology-related, product-related, brand-related. Overall AR technology has the potential to enhance both utilitarian and hedonic shopping experiences, whether in-store or online.

Neha, N. & Devi, P. (2026). Augmented Reality and Consumer Purchase Intention: A Review of Literature. Inspira-Journal of Commerce, Economics & Computer Science (JCECS), 12(01), 159–167. https://doi.org/10.62823/JCECS/12.01.8691
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DOI:

Article DOI: 10.62823/JCECS/12.01.8691

DOI URL: https://doi.org/10.62823/JCECS/12.01.8691

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