A study of the factors impacting the adoption of augmented reality in online purchases in India

The advent of opportunities to shop online has made inroads into virtually all modes of businesses worldwide. The success and future of online businesses depends on how well they adopt newer technologies. The online platforms give a faster and convenient option to buy, but have not been able to deliver the experience of shopping to its customers. Technologies such as Augmented Reality (AR)are steps in this direction - bringing an entirely new dimension to the online selling platforms. Among the questions that are yet to be answered are how widely will this technology be adopted by Indian consumers and what factors influence their relative preference for AR. This study aims to understand the factors influencing the adoption of Augmented Reality while shopping online by Indian consumers. The factors like Personality, Innovation Seeking Behaviour, Tech Savviness and Shopping Experience Seeking Behaviour were measured with the 127 respondents who took part in the survey online. The collected data was analysed using Logistic Regression. The results indicated that people who are Gadget Lovers and those who prefer to buy online frequently were more likely to try Augmented Reality.