AUGMENTED REALITY AND CUSTOMER EXPERIENCE IN ONLINE SHOPPING IN NIGERIA

Abstract

Augmented Reality (AR) is transforming the online shopping experience by bridging the gap between digital and physical retail. This study explores the impact of AR on customer experience in online shopping, focusing on key factors such as customer engagement, purchase confidence, and overall satisfaction. The study revealed how AR enhances customer interactions, reduces uncertainty in decision-making, and fosters a more immersive and personalized shopping experience. The researchers collected data from 478 online shoppers across Nigeria, using both online and offline methods via a questionnaire designed in Likert 5 – point scale. Three null hypotheses were tested using Regression Analysis to ascertain the impacts of impact of AR on customer engagement, purchase confidence, and overall satisfaction. Findings suggest that AR significantly improves customer engagement by making online shopping more interactive and enjoyable. AR applications allow customers to visualize products in real-world settings, leading to higher purchase confidence and lower return rates. Furthermore, AR enhances customer satisfaction by providing a seamless and informed shopping journey, reducing post-purchase regret. Thus, as AR technology continues to evolve, its integration into e-commerce platforms can further enhance customer experience and drive business growth. The study therefore concludes that AR is not merely an enhancement but a necessity for competitive advantage in digital retail, fostering greater consumer engagement, confidence, and satisfaction. To maximize the benefits of augmented reality in online shopping in Nigeria, practical recommendations are proposed which could ultimately drive growth and innovation in the e-commerce sector. Future research should explore long-term behavioral changes in consumers using AR shopping experiences, as well as the economic implications for online retailers.