EVALUATING THE IMPACT OF AUGMENTED REALITY IN CONSUMER PURCHASING BEHAVIOR IN CHINA

Abstract

Objective: This study aims to quantitatively assess the impact of Augmented Reality (AR) technology on key dimensions of consumer purchasing behavior in China, including purchase intention, customer satisfaction, and willingness to pay a premium.

Methods: A quantitative, cross-sectional research design was employed. Data was collected via an online survey from 400 Chinese consumers who had used an AR feature (e.g., virtual try-on for cosmetics, furniture placement in home) within the last three months. The survey instrument utilized established Likert scales to measure the constructs. Data analysis was conducted exclusively using SPSS version 28. Analytical techniques included Descriptive Statistics, Reliability Analysis (Cronbach's Alpha), Independent Samples T-test, One-Way ANOVA, and Multiple Linear Regression.

Results: Reliability analysis confirmed the high internal consistency of the scales (all Cronbach's Alpha > 0.85). The T-test revealed a statistically significant increase in purchase intention after using AR (p < .001). ANOVA showed that the type of AR application had a significant effect on customer satisfaction (p < .01), with virtual try-ons outperforming product visualization. The regression model indicated that Perceived Usefulness (β = 0.42, p < .001) and Perceived Enjoyment (β = 0.35, p < .001) of AR were significant positive predictors of purchase intention, explaining 58% of its variance.

Conclusion: The findings provide strong quantitative evidence that AR technology significantly enhances consumer purchasing behavior in the Chinese market. Marketers and retailers should prioritize integrating high-quality, useful, and enjoyable AR features to drive sales and improve customer engagement.