Research overview · 13.11.2026
Augmented Reality in E-Commerce: What Shapes Buying Decisions
Author: Martina Mundová
A virtual product try-on can be more useful than another promotional animation. A 2026 study examined how augmented reality features relate to shopping experience and purchase intentions.
What the study examined
Le-Hoang and Bui-Tuyet analysed responses from 382 participants in Vietnam, focusing on authenticity, usefulness, interactivity and perceived risk in AR shopping.
They combined structural equation modelling (SEM) with artificial neural networks (ANN) to assess relationships and predictor importance.
What emerged
Authenticity, usefulness and interactivity were associated with more favourable experience, while perceived risk was negatively associated. Usefulness was important for satisfaction and interactivity for attitudes.
Satisfaction and attitudes were among the strongest predictors of impulse purchase intention in the model. An intention to purchase is not the same as a completed transaction.
When AR makes sense
WEBU suggests asking whether AR helps a customer evaluate product size, appearance or suitability. If it only adds an impressive animation, it may complicate the process without helping.
Before investing, check product images, clear specifications, mobile usability and transparent return policies.
How to measure a pilot
Track completed orders, customer questions, return rates and satisfaction. Explain limitations of colour and scale representation.
These are WEBU editorial metrics; the study does not guarantee a sales increase from any particular feature.
Limits and conclusion
The data come from one market and involve modelled relationships, including purchase intention. Findings may not transfer directly to other products or countries.
AR can help when it reduces uncertainty and clarifies products. Technology should support the customer, not the other way around.
Research source
Le-Hoang, P. V., & Bui-Tuyet, P. (2026). The impact of augmented reality on user experience and online impulse buying intention: A hybrid SEM-ANN approach. SAGE Open. https://doi.org/10.1177/21582440261488932