EVALUATING THE IMPACT OF AUGMENTED REALITY ON ONLINE SHOPPING EXPERIENCE: A STUDY IN CHENNAI CITY

Since augmented reality (AR) improves customer interaction and decision-making, including it into online business has completely changed the shopping online experience. Sometimes traditional online buying methods lack interactive components, which might result in lower consumer confidence and increased customer returns. AR solves this by offering an immersive and real-time visual of products, so enabling customers to make well-informed purchase decisions. This paper aims to investigate, by means of an analysis of its effects on user satisfaction, purchase intention, and conversion rates, the efficacy of augmented reality (AR) in online shopping experiences within Chennai. Examining the data gathered from a total of five hundred online customers using statistical methods and structured questions, According to the results, 65% of respondents said their uncertainty about completing transactions had dropped; 78% of them claimed their confidence in making purchase decisions had grown. Moreover, AR-integrated shopping systems improved 42% more conversion rates than traditional e-commerce interfaces.
Keywords - Augmented Reality, Online