Authors:
P.S. Venkateswaran, Duraisamy Balaganesh, Gioia Arnone
Addresses:
Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu, India, venkatespsna07@psnacet.edu.in. Faculty of Computer Science and Informatics, Berlin School of Business and Innovation, Berlin, Germany, duraisamy.balaganesh@berlinsbi.com. Department of Managerial and Quantitative Studies, University of Naples “Parthenope”, Napoli, Italy. And Department of Private and Economic Law, Vrije Universiteit Brussel, Brussel, Belgium, gioia.arnone@vub.be.
Abstract:
This paper examines the increasing integration of Augmented Reality (AR) and Virtual Reality (VR) technologies within the e-commerce domain and their substantial impact on both consumer behaviour and business performance. E-commerce stands on the brink of a dramatic transformation, propelled by Augmented Reality (AR) and Virtual Reality (VR). AR revolutionizes product visualization, enabling virtual try-on and furniture placement, thereby boosting consumer confidence in their purchases. Meanwhile, VR creates immersive virtual stores, allowing users to explore and interact with products in a lifelike manner. This integration offers numerous benefits, including increased customer satisfaction, personalized shopping journeys, reduced costs for retailers, and enhanced brand engagement. As AR and VR technologies mature, a seamless integration is expected, revolutionizing e-commerce by creating a more engaging, personalized, and convenient shopping experience. This immersive future promises to bridge the gap between the physical and digital worlds, forever transforming online shopping. However, challenges such as technical constraints, privacy concerns, and implementation costs must be addressed through strategic investments and a commitment to innovation.
Keywords: Augmented Reality (AR); E-commerce and Immersive; Virtual Reality (VR); Visualization and Personalized; Engagement and Revolutionize; Boosting Consumer Confidence; Substantial Impact; Social Media Marketing.
Received: 10/07/2023, Revised: 25/09/2023, Accepted: 22/11/2023, Published: 03/03/2024
AVE Trends in Intelligent Technoprise Letters, 2024 Vol. 1 No. 1 , Pages: 1-12