A STUDY TO ANALYZE USERS' ATTITUDES AND PERCEPTIONS TOWARDS AR EXPERIENCE IN RETAIL WITH SPECIAL REFERENCE TO LENSKART

Abstract

Augmented reality (AR) has completely changed the retail industry with its interactive product information, virtual try-on capabilities, and improved product visualization. The uptake of AR technology by consumers is still minimal, despite these benefits. By examining customer perceptions and experiences with augmented reality in retail contexts, this study attempted to close the knowledge gap. It focused on Lenskart, one of India's top online eyewear retailers. Data from a sample of individuals in different age groups, genders, and occupations was gathered via an online survey. There were no statistically significant relationships found in the data between age and the decision to use augmented reality (AR) for eyeglass shopping, or between gender and the use of eyewear or preferred methods of purchase. Nonetheless, it was discovered that the entire AR experience was substantially correlated with both hedonic motivation (enjoyment and user-friendliness) and purchase intention (recommendation and purchase reliance). A more positive overall experience was reported by users who thought that augmented reality (AR) technology was fun and easy to use, and who stated that they intended to suggest brands that used AR or relied on it when making purchases. These results imply that a key element driving the adoption of AR is user experience. To encourage broader acceptance of this technology, retailers like Lenskart should place a high priority on developing interesting and user-friendly augmented reality experiences. Future studies could look into how to customize the augmented reality experience and how other elements, including technical know-how or previous exposure to AR, affect consumer acceptance. Retailers may successfully integrate AR technology into the retail industry and improve their AR strategy by taking care of these issues.