Comparison of consumer purchase intention between interactive and augmented reality shopping platforms through statistical analyses

Abstract

The objective of this study is to explore the effectiveness of three digital shopping platforms (Plain Interactive, Marker-based Augmented Reality and Markerless Augmented Reality), on the impressions and purchase intentions of consumers. The study is mainly interested in analysing whether intelligent shopping platforms with AR elements provide any added advantage to an advertised product in the form of favourable attitude or a stronger purchase impulse. During the tests with the three shopping platforms, quantitative data was collected via computerised questionnaire. High and Low class users were statistically extracted, corresponding to the high or low probability to buy or recommend the advertised brand. The results show that Markerless AR system clearly outperforms the Marker-based AR and the Plain Interactive in terms of positive attitude from the users. The second better performing system is the Marker-based AR, which closely follows the Markerless AR, while the Plain Interactive system obtains least approval.