USER INTERACTION ENHANCEMENT FOR ONLINE MARKETING PLATFORMS THROUGH AUGMENTED REALITY SYSTEMS

Abstract

As online shopping has grown more popular over the last decade, the online shopping experience has come to develop a number of limitations. For example, customers may receive products that do not match their expectations from what they assumed from information provided by the online platform. This can create dissatisfaction in users that may dissuade them from future purchases.

To address this issue, Augmented reality technology has been proposed to add to a customer’s online retail experience by improving how they interact with products by providing customers with information that they would not usually have, such as virtual representations of dimensions of products or overlaying the models in real space to illustrate how said products may interact with the environment.

This study also broadens the knowledge of AR implementation by illustrating how a novel approach to information presentation can influence the confidence of users of online purchasing platforms and lead to higher probabilities of purchase. The results are expected to show that when using the proposed AR system,

Participants perceptions of information quality positively influence the confidence to purchase a product , that current platforms do not always provide enough information for customers to make a satisfied decision when purchasing products and that the additional presentation for information does have a significant impact in customer interest. These results may then be used in future practical implications for online retailers seeking to implement novel product presentation in their commerce sites