THE IMPACT OF AUGMENTED REALITY (AR) ON CONSUMER BEHAVIOR AND E-COMMERCE PERFORMANCE

With the rapid advancement of technology, augmented reality (AR) has emerged as a potential game-changer in the realm of e-commerce. This research aims to investigate the influence of AR on consumer behavior and its subsequent impact on the performance of online commerce platforms. The study will explore how AR applications enhance the online shopping experience, influence purchasing decisions, and contribute to customer satisfaction and loyalty. Additionally, the research will delve into the challenges and opportunities that businesses face in integrating AR into their e-commerce strategies. Through a combination of qualitative and quantitative research methods, this study seeks to provide valuable insights for businesses looking to leverage AR technologies for improved customer engagement and overall e-commerce success.