SHOPPING EXPERIENCE TRANSFORMATION: THE ROLE OF AUGMENTED REALITY IN ENHANCING CONSUMERS' EMOTIONAL ENGAGEMENT

Abstract

This study examines the impact of Augmented Reality (AR) on consumer emotional engagement in retail settings, focusing on how AR influences emotions such as excitement, trust, and satisfaction, and its effect on purchasing behavior. As AR technology becomes increasingly integrated into retail, understanding its emotional impact is crucial for enhancing customer experiences and building brand loyalty. A qualitative literature review was conducted, analyzing peer-reviewed articles, case studies, and industry reports, with thematic analysis identifying key patterns in the emotional dynamics of AR in retail environments. The findings show that AR significantly boosts emotional engagement by evoking positive emotions, which are linked to higher purchase intentions and stronger consumer-brand relationships. AR also builds consumer trust by reducing uncertainty, thereby strengthening emotional bonds with the brand. Demographic factors such as familiarity with AR and consumer age affect emotional engagement intensity, with younger consumers showing stronger emotional responses. This research provides deeper insight into the emotional effects of AR in retail and contributes to both theoretical and practical knowledge in consumer behavior and retail technology. The findings offer valuable guidance for retailers seeking to leverage AR to enhance emotional engagement, customer satisfaction, and sales. Future research should explore the long-term effects of AR on brand loyalty and demographic differences in emotional responses.