Augmented reality and virtual reality in product customisation: effects on consumer decision-making and satisfaction levels

Vipin Vihari Ram Tripathi, Ankita Kumari, Pavnesh Kumar, Gaurav Kumar Bisen, Thakur Digbijay Singh and Rukmani Jaiswal

International Journal of Industrial and Systems Engineering, 2026, vol. 53, issue 2, 236-264

Abstract: In this research work, an empirical study is undertaken to gather information about the factors influencing the VR/AR technologies on consumer purchase intention of e-shopping users and also about the attitude of online customers impact the purchase intention of buyers in India. It seeks to explore the specific ways in which these immersive technologies alter traditional consumer decision-making processes. A questionnaire has been prepared with 20 questions, under three categories: 1) consumer buying behaviour, 2) attitude towards online shopping, and 3) augmented reality and virtual reality. The prepared questionnaire was distributed among online consumers in India, and the responses based on their perspectives have been collected. The collected responses were analysed via exploratory and confirmatory factor analysis and SEM analysis.

Keywords: augmented reality; AR; consumer buying behaviour; CBB; digital transformation; technology; virtual reality; VR. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijisen:v:53:y:2026:i:2:p:236-264

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