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<p>The purpose of this study is to investigate the hedonic and cognitive factors that affect Indian consumers’ intentions to buy when they shop online using augmented reality (AR). In order to address this, the study investigated over the course of 4&#xa0;months (July–December 2024) with 612 Indian internet buyers who had previously used AR. To evaluate the effects of AR usability, cognitive appraisal, hedonic motivation, and purchase intent, the data was analyzed using descriptive statistics, correlation analysis, and structural equation modelling (SEM). The results show that purchase intent is highly influenced by both hedonic and cognitive factors, with the biggest effect being attributed to hedonic motivation fueled by the AR experience, which is followed by cognitive factors such as perceived value and information utility. To enhance purchase intent, the study emphasizes how crucial it is for Indian e-commerce platforms to concentrate on developing immersive, sensory-rich augmented reality experiences that appeal to both emotional fulfilment and cognitive evaluation. Online shops looking to use AR technologies to improve customer shopping experiences and increase conversions will find these findings to be quite insightful. </p>

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A Study on the Cognitive and Hedonic Factors of Augmented Reality in Influencing Purchasing Intent in Online Shopping in India

  • 期刊论文

  • 发表日期：

    2025年6月7日

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  • N. Vijaykumar,
  • M. Charuhasini,
  • Arul Rajan

摘要

The purpose of this study is to investigate the hedonic and cognitive factors that affect Indian consumers’ intentions to buy when they shop online using augmented reality (AR). In order to address this, the study investigated over the course of 4 months (July–December 2024) with 612 Indian internet buyers who had previously used AR. To evaluate the effects of AR usability, cognitive appraisal, hedonic motivation, and purchase intent, the data was analyzed using descriptive statistics, correlation analysis, and structural equation modelling (SEM). The results show that purchase intent is highly influenced by both hedonic and cognitive factors, with the biggest effect being attributed to hedonic motivation fueled by the AR experience, which is followed by cognitive factors such as perceived value and information utility. To enhance purchase intent, the study emphasizes how crucial it is for Indian e-commerce platforms to concentrate on developing immersive, sensory-rich augmented reality experiences that appeal to both emotional fulfilment and cognitive evaluation. Online shops looking to use AR technologies to improve customer shopping experiences and increase conversions will find these findings to be quite insightful.