A study on the use of augmented reality applications in online product purchases and determining user experiences

This study examines the use of augmented reality (AR) technology in online shopping processes and evaluates its impact on consumer behavior, purchase decisions, and experiences. The research aims to investigate the role of AR's virtual try-on and visualization capabilities in shaping consumers' shopping processes and contributing to their decision-making. The benefits and challenges of AR, particularly in product categories where physical fit is crucial—such as clothing, footwear, and furniture—are explored in detail. The research employed a qualitative methodology, conducting semi-structured in-depth interviews with 23 participants who have online shopping experience. During the interviews, participants' experiences with AR technology, the effects of these experiences on their shopping behaviors, and how AR influenced their purchasing decisions were analyzed. The data were evaluated using thematic analysis, revealing the key effects of AR technology on consumer behavior. The findings indicate that AR facilitates consumers' ability to make informed purchasing decisions by allowing them to virtually try on products without visiting physical stores. Participants noted that AR's virtual try-on feature provided significant advantages, especially for high-involvement and decision-heavy product categories (e.g., clothing and furniture). AR's visual accuracy and the opportunity to experience products beforehand were found to enhance consumer confidence and increase purchase intentions. However, the study also identified some technical limitations and challenges associated with AR technology. Issues such as color accuracy, resolution problems, and difficulties with application performance on older devices negatively impacted users' AR experiences. To broaden AR's adoption among a wider audience, it is essential to address these technical issues and improve the overall user experience. Additionally, many participants expressed limited knowledge about AR technology, indicating the need for increased consumer awareness to facilitate its widespread adoption. The results of this research demonstrate that AR is a powerful marketing tool with a positive influence on consumer behavior. Nevertheless, for the technology to be fully embraced, improvements in technical infrastructure and more extensive promotional and educational efforts are required. In this context, it is concluded that AR has significant potential to be more widely integrated into digital marketing strategies and to enhance consumer experiences in the future.