Augmented Reality's Influence on Purchase Intention in E-commerce

This study investigates the impact of Augmented Reality (AR) on consumer purchase intention in e-commerce by integrating socio-technical systems theory with experiential and emotional engagement perspectives. Using data collected from 212 online respondents, the research employs Structural Equation Modeling (SEM) via AMOS to test the relationships among technological factors, social factors, experiential factors, cognitive and emotional impact, and purchase intention. The results demonstrate that both technological quality (design, interactivity, usability) and social system features (peer influence, community engagement) significantly enhance experiential outcomes such as flow and hedonic motivation. These experiential factors, in turn, positively influence cognitive elaboration and emotional attachment, which emerge as the strongest predictors of purchase intention. The model achieved acceptable fit indices (χ²/df = 2.374, CFI = 0.894, RMSEA = 0.081, and all hypothesized paths were statistically significant (p < .001). The findings contribute theoretically by offering a holistic framework that connects socio-technical enablers to behavioral intention through experiential and emotional pathways. Practically, the study suggests that e-commerce platforms should optimize both technological excellence and social interaction features to foster immersive, trust-building AR experiences.