Enhancing Consumer Engagement Through Augmented Reality: A Study on Personalized Offerings and Co-Creation

Abstract

It is often a matter of fascination for people to visualize the invisible, which has been enabled by technology, specifically by augmented reality (AR). The real and virtual are infused together by augmented reality. Digital data is projected on an image of anything visible through a gadget, to generate a representation of reality that is augmented. The satisfaction of customers is vital for retail sectors. It instils a sense of care and value in customers when brands keep updating themselves with such facilities, which rewards in terms of increment in loyalty and profits. This study examines the impact of perceived customization on consumers' intents to co-create value when augmented reality (AR) and some web-based businesses are used. Additionally, the authors look into how perceived risk and trust are related in this context. India-based Pepperfry is an online retailer for furniture and home décor items. For the purpose of this survey, the authors polled Pepperfry users to assess their sentiments towards purchases made through websites and augmented reality applications.