International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of augmented and virtual reality (AR/VR) on consumer behaviour.

Author(s) Mr. RAM SUNDER DAS
Country India
Abstract AR/VR technology on consumer behaviour analysed using a mixed approach which included descriptive statistics, test-retest reliability, structural equation modelling (SEM), regression, ANOVA and sentiment analysis. In this study consumer engaged in general satisfaction and ranked best compared to al other measures. Reliability test demonstrated that the test was reliable judging by the respondents whose 87 percent of the responses were mostly tending towards measurement scales. The findings of SEM showed that consumer attitude difference (64) and consumer attitudes (58) were significantly different, as well as purchase intent, and immersive technology proved to have the ability to influence behaviour. Regression correlation also concluded that the impact of immersion explained 52 percent of consumer satisfaction performance and the test of association through ANOVA brought about group level differentiation since young consumers registered adoption rates approximately 30 percent higher than old customer groups. These findings were also verified by sentiments analysis with 74, 18, and 8 percent positive, neutral, and negative customer feedback respectively. Altogether, the study proves that AR/VR is a disruptive technology significantly enhancing customer engagement, satisfaction, and purchasing intentions.
Keywords AR, VR, Consumer Behaviour, Immersive Experience, Retail Innovation and Purchase Intention.
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-09-24
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.56288
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E-ISSN 2582-2160
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