Augmented Reality Features and User Experience in E-Commerce Using SmartPLS Modeling

Augmented Reality (AR) technologies are increasingly integrated into e-commerce platforms to bridge the gap between virtual and physical shopping experiences, offering immersive features such as virtual try-ons and interactive 3D product visualizations. This study aims to examine the influence of AR features on user experience (UX) dimensions in the context of online shopping environments. Focusing on key constructs including perceived interactivity, ease of use, immersion, and perceived usefulness, the research investigates their impact on user satisfaction, engagement, and behavioral intention. A quantitative approach was employed using Structural Equation Modeling (SEM) with SmartPLS to analyze data collected from a sample of e-commerce users. The findings reveal that all four AR features significantly contribute to enhancing UX dimensions, which in turn positively affect users’ intentions to reuse e-commerce platforms. The study offers theoretical contributions by validating the relationships between AR-specific features and UX outcomes, and practical implications by providing actionable insights for developers and platform providers aiming to optimize AR-based user interfaces. Despite the use of simulated data posing a limitation, the research underscores the transformative potential of AR in shaping user behavior and loyalty in digital marketplaces. Future studies are encouraged to apply the proposed model in diverse demographic and cultural contexts to enhance the generalizability of the results.