Extended Reality E-Commerce: The Evolution of E-Commerce through XR Based Technologies

As the usage of apps and e-commerce platforms continues to rise, especially with the integration of virtual tryon features, the importance of being able to compare products and assess their compatibility in 3D becomes increasingly evident. This capability not only allows stores to keep their products available round the clock but also enhances the overall shopping experience for consumers. Moreover, it sets the stage for the integration of artificial intelligence into online retail environments. The very definition of products in this digital landscape is deeply influenced by the advancements in mobile networks and the adoption of Extended Reality (XR) applications. XR, serving as an umbrella term that encompasses a range of immersive technologies such as Augmented Reality (AR), Mixed Reality (XR), and Virtual Reality (VR), is revolutionizing how consumers interact with products and brands online. This article seeks to delve into the intricate factors that shape customer experience and satisfaction when engaging with XR and AI-enabled applications for online shopping. By incorporating dimensions like relative trust, social value, and novelty—parameters commonly explored in similar XR studies—we aim to measure various aspects including intention, perceived utilitarian value, immersion, and hedonic value. Through our research, we have discovered that each of these dimensions significantly influences consumers’ willingness to utilize basic XR and AI applications during their shopping journey. When evaluating the collective impact, encompassing both direct and indirect effects, we have identified a sequence of influence, with adequate trust, innovativeness, immersion, social value, perceived health value, and utilitarian value playing crucial roles. Our preliminary findings underscore the significance of social value, assurance of satisfaction, usefulness, and immersion in shaping consumer behavior within the realm of XR and AI applications for online shopping. By understanding these dynamics, retailers can better tailor their strategies to meet the evolving needs and preferences of their digitally empowered customers.