The influence of augmented reality features on consumer purchase decision in online shopping in Melaka

Tan, Ee Xuen (2025) The influence of augmented reality features on consumer purchase decision in online shopping in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The study aims to determine the relationship between AR features as a factor that can influence consumer purchase decision in online shopping. The research framework is formed by the integration of using S-O-R framework. The quantitative method was adopted in this study by using an online survey form by Google Form and distributed randomly to the individuals who is familiar to AR technology in online shopping that are from diverse demographic backgrounds. SPSS (Statistical Package for the Social Sciences) is often used for preliminary data analysis, such as data cleaning, descriptive statistics, and initial hypothesis testing. The research findings indicate that AR technology significantly affects consumer trust and satisfaction, thereby influencing their purchase decisions. By reducing uncertainty and providing a more immersive shopping experience, AR features help consumers make more informed and confident purchasing decisions. Furthermore, the finding serves as a reference for online retailers and AR developers in the knowledge that can inform strategic decisions in fostering innovations and designing the best AR features that can optimize customer retention and loyalty.

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