Revolutionizing E-commerce with 3D Visualization: An Experimental Assessment of Behavioural Shopper Responses to Augmented Reality in Online Shopping

Augmented Reality (AR) has shown great potential to improve consumer purchasing decisions and experiences. By adding more information and functionality to mobile shopping, AR enables customers to browse and test goods virtually. The objective of this paper is to explore the use of augmented reality in e-commerce to enhance customers' experiences and to analyze customer behavior and satisfaction with product purchases. The methodology used in this paper is a form of markerless AR, enabling the 3D models to be placed freely in environments for all product categories with the ability to resize, rotate, and navigate as per customer needs. The study also finds how significantly the use of AR will affect the e-commerce sector in terms of purchase decisions and return rates in the future. The novelty of this work lies in providing a new AR feature to various product categories in e-commerce stores, thereby enhancing the product experience and improving the purchase decision of the customers.