Impact of AR-Enabled Product Visualization on Impulse Buying Behaviour

Abstract

The growing adoption of Augmented Reality (AR) in digital retail has reshaped online shopping experiences, influencing how consumers evaluate and purchase products. This study investigates the impact of AR-enabled product visualization on impulse buying behavior through a comprehensive secondary data analysis of existing empirical studies, industry reports, and scholarly literature. By synthesizing prior research grounded in the Stimulus–Organism–Response (S-O-R) framework, the paper examines how immersive visualization, interactivity, and perceived realism influence consumers’ cognitive and emotional responses. The analysis reveals that AR technology enhances product vividness, reduces perceived risk, and fosters a sense of virtual ownership, which collectively stimulate spontaneous purchase decisions. Furthermore, emotional engagement and perceived enjoyment consistently emerge as mediating factors between AR experiences and impulse buying tendencies. The findings highlight AR’s strategic role in increasing consumer engagement and conversion rates in competitive e-commerce environments. By consolidating fragmented insights from prior studies, this research provides a structured understanding of AR’s influence on unplanned purchasing behavior and offers practical implications for retailers seeking to leverage immersive technologies to drive consumer impulsivity in digital marketplaces.

KEYWORDS: Augmented Reality, Impulse buying behaviour, E-Commerce, Product Visualization, Consumer Behaviour, S-O-R Model