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@article{192037,
        author = {Mrs.M.Vincy Reveena and Dr. G Manoranjitham},
        title = {EXPLORING KEY FACTORS INFLUENCING THE ADOPTION AND IMPLEMENTATION OF AR AND VR TECHNOLOGIES IN SHOPPING MALLS: A COMPREHENSIVE ANALYSIS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {227-235},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192037},
        abstract = {This study examines the factors that affect the successful adoption and implementation of Augmented Reality (AR) and Virtual Reality (VR) technologies in shopping malls in Coimbatore. The integration of digital innovations in retail environments necessitates a thorough understanding of consumer perceptions and behaviours regarding AR/VR. A quantitative method was utilised, involving surveys administered to a sample of 100 respondents to evaluate their familiarity with AR/VR technologies, shopping frequency, and usage patterns. The results demonstrate that although a substantial segment of the population is receptive to emerging technologies, 40% of participants indicated a lack of familiarity with AR/VR, which poses a significant obstacle to its adoption. Furthermore, 50% of respondents reported never having utilised AR/VR in shopping scenarios, underscoring the necessity for retailers to improve accessibility and consumer education. The research indicates a higher prevalence of younger consumers (mean age 35.2 years) who demonstrate a greater propensity for adopting technological innovations, highlighting a potential for targeted marketing approaches. The gender distribution of respondents was balanced, highlighting the significance of inclusive marketing strategies. The study highlights the potential of AR and VR technologies to enhance shopping experiences, emphasizing the necessity of addressing consumer knowledge gaps and improving accessibility to promote greater engagement. Future research should examine the long-term effects of AR/VR implementation in retail and investigate effective strategies to improve consumer familiarity and usage.},
        keywords = {Augmented Reality (AR), Virtual Reality (VR), Consumer Adoption, Retail Technology and Shopping Experience.},
        month = {February},
        }