EXPLORING THE POWER OF CONSUMERS’ PERCEPTIONS OF VIRTUAL REALITY AND AUGMENTED REALITY ON PURCHASE INTENTION

This master’s Thesis investigates the influence of augmented reality (AR) and virtual reality (VR) technologies on consumers’ purchase intention. With the rapid growth of online shopping and the increasing need for digitalization, these technologies have emerged as pivotal tools to enhance the shopping experience. The study focuses on three critical dimensions: perceived entertainment value, perceived ease of use, and perceived usefulness. Through a thorough analysis, this research reveals valuable insights into how these factors collectively shape consumers’ purchasing decisions when engaging with AR and VR technologies. The findings contribute to a deeper understanding of the role that these technologies play in modern marketing and consumer behavior. Moreover, they provide practical implications for businesses seeking to optimize the integration of AR and VR technologies into their marketing strategies, ultimately enhancing the overall customer experience and driving purchase behavior. In conclusion, this thesis underscores the transformative potential of AR and VR technologies in the realm of online shopping, highlighting their significant impact on consumers’ purchase intentions.