Impact of Augmented Reality on Website Quality and Purchase Intention

When shopping on the web, customers usually depend on depictions and photographs given on the website. They do this because of a lack of tangibility i.e., they can’t touch and feel the product. Many times consumers do not complete online purchases due to the intangibility of the purchase. Some consumers want to satisfy certain sensory needs such as touch, taste, or smell, before making a purchase decision. Augmented reality allows an organization to enhance the experience of consumers similar to that in the physical world. The purpose of the study is to evaluate the impact of Augmented Reality on Website Quality and Purchase Intention. two websites were chosen lenskart.com (With AR) and Coolwinks.com (without AR). A survey was distributed in which participants were randomly asked to go through one of the websites. The participants with AR conditions also had to try the Lenskart AR feature and upload their screenshots while trying glasses. The questionnaire was distributed among 299 respondents out of which 288 were in useable form with a response rate of 96%. The findings of the study suggest that Augmented Reality does not have an impact on Information Quality and Service Quality but significantly influences System quality and consumer’s online purchase intention. This study primarily provides a comparison between the consumer's online purchase intention between the website with/without the AR feature. Also, it shows that Augmented Reality positively influences System quality. This study strongly recommends the use of augmented reality by companies, especially in this pandemic-induced era