Augmented Reality in E-Commerce: a Comparative Analysis of XR, Online and Physical Shopping Experiences

Abstract

This thesis investigates consumer experiences with eyewear shopping across three distinct channels: in-store, online, and augmented reality (AR). As immersive and digital technologies evolve, retailers are increasingly exploring how each modality meets user expectations for convenience, engagement, and informed decision-making. Grounded in the Technology Acceptance Model (TAM) and Customer Experience (CX) theory, this study adopts a mixed-methods approach, combining surveys, interviews, observations, and eye-tracking to offer a comprehensive comparative analysis. Quantitative data were collected from 100 participants using the three shopping methods, including a subgroup of 30 who completed validated TAM questionnaires for AR and online shopping. Eye-tracking was employed to examine visual attention patterns in digital environments, while observational techniques captured real-world behaviour in physical retail settings. Findings reveal that in-store shopping remains the most trusted and engaging channel, offering distinct sensory and social benefits. Online shopping is valued for its convenience but lacks tactile feedback and shows lower purchase confidence. AR shopping enhances product visualisation and immersion but faces limitations in usability and consumer trust. Although younger participants showed more openness to AR, age was not a statistically significant predictor of preference. Overall, the study finds that no single channel excels across all experience dimensions, suggesting that retailers should strategically leverage the unique strengths of each modality. Practical recommendations are provided for enhancing multichannel eyewear retail experiences.