Effect of Augmented Reality (AR) Applications on In-Store Shopping Experience in South Africa

Purpose: The aim of the study was to analyze the effect of augmented reality (AR) applications on in-store shopping experience in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: AR applications in South African retail stores enhance the in-store shopping experience by improving consumer engagement, convenience, and satisfaction. These technologies allow customers to visualize products in real-time, access detailed information, and receive personalized recommendations, thus reducing perceived purchase risks and aiding decision-making. Overall, AR differentiates brands, attracts more foot traffic, and fosters customer loyalty by offering unique and memorable shopping experiences. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), flow theory, uses and gratifications theory (UGT) may be used to anchor future studies on effect of augmented reality (AR) applications on in-store shopping experience in South Africa. Retailers should integrate AR applications to create more interactive and engaging in-store experiences. Policymakers should establish clear guidelines on data privacy and protection related to AR applications. This includes ensuring that personal data collected through AR experiences is securely stored and used ethically.