Influence of Augmented Reality on User Experience in E-commerce

Augmented Reality (AR) represents a technology that enables the fusion of digital elements with the physical world. In this way, a new possibility of user interaction with technology is created, shaping advanced user experiences. In today's world, the application of AR technology is widespread and often used in social media, video games, military, medicine, industry, arts and many other fields. One of relatively recent fields od AR technology application is the field of e-commerce. This paper explores the application of Augmented Reality as a tool for creating innovative user experience in e-commerce. The paper focuses on researching how the application of AR technology affects consumer behavior and improves their user experience. It is focused on investigating how application of AR technology influences user behavior and improves their user experience. The applied research methodology includes empirical research to evaluate user perception of various aspects affecting the user experience during online purchase using AR technology. Research results indicate how integrating augmented reality (AR) into e-commerce systems can improve the user experience during the purchase of certain products, thus improving conventional web stores as well.