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@article{206407,
        author = {Dr. S. Mythili},
        title = {Re-imagining Retail through Augmented Reality: A Study on Consumer Experience in the Digital Economy},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {1272-1281},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206407},
        abstract = {The rapid advancement of technologies is transforming retail experiences and consumer interactions in the modern marketing era. Augmented Reality (AR), a member of the XR spectrum, bridges the gap between physical and virtual shopping by providing immersive, interactive and personalised experiences. This paper examines the influence of augmented reality on consumers shopping experience. The study, conducted between December 2023 and September 2024, adopts a descriptive as well as analytical research design, using both primary as well as secondary data. Statistical tools such as Chi-square, Kruskal Wallis, and Friedman tests were used for testing the hypothesis using SPSS Version 27. The findings reveal that various aspects of AR have significantly influenced the shopping experience by enhancing visualization, interactivity, and purchase confidence. It also states that the overall consumer satisfaction and loyalty is also being improved. The study concludes by stating that the integration of AR in retail marketing is redefining the future of digital commerce.},
        keywords = {Augmented Reality, Consumer Experience, Online Shopping, Digital Economy, Phygital Commerce, Virtual Try-On, Retail Innovation},
        month = {July},
        }