FACTORS AFFECTING USE OF AUGMENTED TEALITY IN RETAIL

Abstract

The goal of this study is to use qualitative research to analyze the perception of augmented reality among Indian consumers, as well as the influence of AR on retail by carrying out a topical analysis on variables explored in current literature. The data collection contains responses from more than 100 respondents, the majority of whom are between the ages of 18 and 26, as well as more than 200 variables investigated in 30 research publications and obtained using explicit search and inclusion measures. Thematic analysis is used to identify patterns in the data set from existing literature. The topics that emerged from the investigation are organized into a conceptual framework to describe user decision-making. The most dominant variable type in the theme determines the position of the theme in the model, as does using the TAM as the reference paradigm.AR technology should be included into marketers' experience marketing tactics. Organizations should employ current toolkits or partner with technology companies to create their products since integrating and maintaining AR technology needs expertise. To differentiate the current study from earlier papers focusing on existing literature throughout this subject, the analysis only contains studies that employ analysis measures to examine customer behavior in retail connected to AR. The study adopts a unique technique for identifying patterns in published studies by utilizing theories and concepts as the basis for categorization. Many groundbreaking projects have shown to the rest of the world that augmented reality has significant market appeal and possible promise for retailers. Large-scale companies have seen the rise of augmented reality and have decided to use it to improve their future ventures. Experts are attempting to transform augmented reality projects into real-time customer apps. According to the Augmented Reality projections, AR technology will begin to evolve and pick up speed in this decade and will continue to break all headlines.