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Influence of augmented reality on shopping behavior

Pallavi Dogra ( Indian Institute of Management Amritsar, Amritsar, India)
Arun Kumar Kaushik ( Indian Institute of Management Amritsar, Amritsar, India)
Prateek Kalia (Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic)
Arun Kaushal (Mittal School of Business, Lovely Professional University, Phagwara, India)

Management Decision

ISSN: 0025-1747

Article publication date: 9 May 2023

Issue publication date: 4 July 2023




Digital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers' behavior toward AR-based e-commerce websites.


Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique.


Results revealed that technology anxiety and virtuality significantly influence customers' attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites.

Research limitations/implications

The study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research.


The present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers' perceptions of AR-based e-commerce websites.



Dogra, P., Kaushik, A.K., Kalia, P. and Kaushal, A. (2023), "Influence of augmented reality on shopping behavior", Management Decision, Vol. 61 No. 7, pp. 2073-2098.



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