Enhancing the Shopping Experience

The impact of AR is being researched vigorously across various domains, particularly in business. With its emergence, significant disruptions were observed in the way people shop. This paper examines the effect of AR in enhancing the shopping experience, specifically how it improves customer experience, perceptions, and views about products while shopping. This paper also reviews the advantages of AR over virtual reality (VR). The research uses the data collected from 307 respondents using a standardized questionnaire and an extensive literature review to answer the research questions. Hypotheses testing was done to check the relationships between the study variables.