Does using augmented reality in online shopping affect post-purchase product perceptions? A mixed design using machine-learning based sentiment analysis, lab experiments, and focus groups

Abstract

With the advent of augmented reality (AR) use in online retailing, scholars have increasingly focused on its impact on consumers’ online shopping decisions. While numerous studies have examined AR applications in online retailing during the pre- and mid-purchase stages, limited research has explored the influence of AR use on consumers’ evaluation of product perceptions in the post-purchase stage. This study examines whether and how AR use enhances consumers’ post-purchase evaluation of product perceptions. Using a mixed-method design, encompassing machine-learning based sentiment analysis, lab experiments, and semi-structured focus groups, we found that AR use positively influenced consumers’ perceptions of a product’s aesthetic, functional, and service dimensions. Furthermore, we determined that consumer expectations mediated the improvement in product perceptions in the post-purchase stage, with the degree of body involvement in the product and brand familiarity moderating this mediation. These results extend the existing AR literature by highlighting the impact of AR technology on consumers’ post-purchase evaluation of product perceptions. The study also offers important practical guidance for retail platforms and product manufacturers.