Influence of Augmented Reality on Consumer Decision-Making Process: A Review of Literature

Immersive technologies have become increasingly popular, and consumers are beginning to recognize their benefits. However, the adoption of these technologies to make a purchase decision still remains a challenge. The current study reviews previous work on Augmented Reality (AR) in regards to the framework of consumer decision-making process, and related theories to better comprehend consumer behavior in the adoption and application of AR. The study tracks the evolution of AR since its inception in 1901 through literature review on applications of AR, consumer decision-making process in view of AR, and relevant existing theories to understand consumer behavior in AR. The impact of AR on various phases of consumer decision-making process has been researched. The consumer behavior theories that became apparent from the research are organized into a table that illustrates their application. The most prevalent one was the technology acceptance model, considered the most effective model for dealing with user acceptance of innovative technology. This study advances the field of literature by defining the research goals for researchers studying consumer decision making process in the framework of AR. Future studies should focus more on the five stages of consumer decision making model, and other relevant theories. Understanding consumer behaviour and how choices are made in the light of AR would help businesses to use innovative technologies in a more effective manner according to consumer’s preference to maximize their sales. This evaluation takes into account each of the five phases of consumer decision-making procedure in the context of AR to maintain the study’s uniqueness in this field. The recent theories used in the same context have also been discussed.