Examining the purchasing experiences of female consumers through online augmented reality applications

Technological developments are of great importance to consumers today. The rapid development of technologies such as the internet, mobile devices, artificial intelligence, big data and the internet of things provides countless conveniences to consumers. For these reasons, adapting to new technologies is becoming even more important. Rapid and intense developments in internet technologies, along with the increase in personalized internet use, have changed consumers' purchasing attitudes and preferences. The growth of e-commerce, mobile and online shopping markets both worldwide and in our country leads companies operating in these areas to compete to offer consumers the easiest and most interesting shopping experience using technology. The purpose of this research is to reveal the opinions of people who shop with augmented reality (AR) or virtual reality (VR) technology regarding their purchasing processes. The research was conducted using a semi-structured in-depth interview method. Data were collected from 22 individuals who had at least one experience of online purchasing using augmented reality (AR) and/or virtual reality (VR) technologies. When the interview results were examined, it was determined that the level of experience had a positive impact on the customer's purchasing processes.