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All Journal International Journal Science and Technology (IJST) International Journal Multidisciplinary Science
Michelle Alicia Lynch
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Humanities Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Social Sciences

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Augmented Reality in E-Commerce: A Conceptual Exploration of Product Uncertainty and Customer Engagement Hari Setiabudi Husni; Michelle Alicia Lynch; William Leo Walangitan; Aaron Kennedy
International Journal Science and Technology Vol. 4 No. 1 (2025): March: International Journal Science and Technology
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijst.v4i2.2077

Abstract

The growth of e-commerce has redefined consumer expectations, yet it continues to grapple with key limitations such as product uncertainty and insufficient customer engagement. Augmented Reality (AR) has emerged as a promising technological innovation, offering immersive product visualization that enhances consumer interaction and confidence in online shopping. This study provides a conceptual exploration of AR’s role in mitigating product-related uncertainty while simultaneously promoting deeper customer engagement within e-commerce platforms. Employing a systematic literature-based approach, the study synthesizes findings from peer-reviewed research across marketing, human-computer interaction, and information systems. The analysis identifies how AR reduces different dimensions of uncertainty—such as appearance, fit, and functional ambiguity—and outlines the psychological mechanisms, including trust formation and perceived interactivity, that mediate user responses. Furthermore, the study highlights the conditions under which AR fosters cognitive and emotional engagement, with implications for interface design and strategic technology adoption. This conceptual synthesis offers both theoretical insights and practical guidelines for e-commerce platforms considering AR integration. It also proposes a research agenda to empirically validate the conceptual model and expand understanding of AR’s long-term impact on consumer behavior.
Customer Experience And Satisfaction: The Impact Of Augmented Reality In Online Shopping Michelle Alicia Lynch; William Leo Walangitan; Aaron Kennedy; Hari Setiabudi Husni
International Journal Multidisciplinary Science Vol. 4 No. 1 (2025): February: International Journal Multidisciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v4i1.2058

Abstract

The rapid growth of e-commerce presents challenges related to limited product visualization and customer engagement, which refers to the degree to which customers feel actively involved in the online shopping experience. Augmented Reality (AR) technology has the potential to offer an innovative solution by providing an immersive shopping experience that makes customers feel as if they are interacting directly with products through virtual simulations. This research aims to explore how AR can provide a deeper customer experience and satisfaction in online shopping, such as realistically visualizing products before purchase, with an example application of the "try before you buy" feature (virtual try-on) in online shopping applications. The approach to be used in this research is quantitative, with data collection from AR users in online shopping activities. The research results are not yet obtained and are in the conceptual stage, it is hoped that this research can reveal opportunities for the use of AR as a strategic technology that can support more attractive and efficient online shopping activities. Recommendations that can be made for the future include the need for valid data collection and analysis, and the use of appropriate methodologies to explore the effectiveness of AR in greater depth. Future research topics can explore the influence of AR on customer preferences based on specific types of products or categories in online shopping.
Co-Authors Aaron Kennedy Hari Setiabudi Husni William Leo Walangitan