Augmented Reality in Retail: Exploring the Mediating Role of Attitude on Purchase Intention in Home Décor and Furnishings

DOI

10.2991/978-94-6463-872-1_61How to use a DOI?

Keywords

Augmented Reality; Furniture; Retail; Online Shopping; Interactive; Technology; IKEA; PLS SEM; UTAUT

Abstract

Purpose: Amalgamation of real and virtual worlds has been an area of interest for many developers as well as researchers. The impact of Augmented Reality (AR) in enhancing customer experience indicates a positive development in retail sector. This paper intends to study the influence of Augmented Reality applications on consumer purchase intention in home décor and furnishings.

Design/methodology/approach: To understand the extent of adoption of AR apps for purchase of furniture, the study uses UTAUT model. Since attitude has the scope of influencing behaviors and changing consumer habits, hence impact of attitude over purchase intention has been studied. As app interface provides a bridge between user and the retailer, hence its role in shaping consumer behavior along with consumer inclination towards usage of such technologies have been studied. Incorporating judgement sampling, 383 responses were collected using a structured undisguised questionnaire. The results were analyzed using PLS SEM technique.

Findings: The study suggests that there is high adoption of interactive technologies like Augmented Reality for home décor and furnishings. Augmented Reality has high value addition for retail customers. As AR is an unexplored field in the furniture retail sector, it has high impact generation capabilities. The study also indicates that performance expectancy (PE) and effort expectancy (EE) have the highest impact on consumer attitude towards purchase intention. Furthermore, peers and technology-related factors have negligible influence on consumer attitude.

Originality: Retail seems to be an unexplored area of research for AR implementation. Especially in the Indian context, the exploration has been very limited. AR has the ability to fully capture the customer’s mind while enriching their buying experience. The study can provide great insights for furniture retailers in imbibing AR features for creating best consumer experiences.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Surbhi Khirbat
AU  - M.  Sriram
PY  - 2025
DA  - 2025/11/04
TI  - Augmented Reality in Retail: Exploring the Mediating Role of Attitude on Purchase Intention in Home Décor and Furnishings
BT  - Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)
PB  - Atlantis Press
SP  - 1005
EP  - 1017
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-872-1_61
DO  - 10.2991/978-94-6463-872-1_61
ID  - Khirbat2025
ER  -