Understanding How AR Experience Quality and Psychological Response Influence Purchase Behavior Tendency

Virtual try-on technology through Augmented Reality (AR) has become a popular strategic aspect of online retailing in the ways it facilitates consumer indecision and builds trust in buying. Meanwhile, the exact mechanisms by which the quality of an AR experience can influence the purchase-related outcomes remain poorly understood, particularly with regard to the psychological mechanisms underlying it. This paper constructs and empirically examines a combined model in which the Quality of AR Experience and Psychological Response jointly impact on Purchase Behaviour Tendency. The study adopted a quantitative, cross-sectional study design, which utilized survey questions that picked 230 consumers who had previous experiences with AR try-on applications. Validity and reliability of the measures were evaluated on the basis of Cronbach alpha and exploratory factor analysis and correlation and multiple regression analyses were later performed in SPSS. The results indicate that though AR Experience Quality is substantially connected with Purchase Behaviour Tendency at an aggregate level; the prompt predictive influence becomes diminished when the model is developed by including psychological variables into the framework. Psychological Response dimensions, namely, emotional reaction, perceived self-congruency and decreased cognitive load, stand out as important predictors and attribute to a greater proportion of purchase behaviour tendency. Interactivity is the only factor that has a significant independent influence among the technic features. When combined, the findings suggest that the effects of AR on purchase behaviour are primarily driven by the psychological processes as opposed to the technical performance per se. The paper contributes to the body of immersive technology and consumer behaviour literature by confirming a hierarchical sequence of interrelationship between AR experience quality, psychological response, and purchase outcomes. The findings put forward as a managerial perspective indicate that AR design strategies, which anticipate emotional involvement, identity congruence, and cognitive simplicity, can be utilized to the fullest extent to enhance conversion effectiveness.