The Augmented Reality Experience and the Purchase Intention of Pakistan's Millennials When it Comes to Retail Shopping

Abstract

Augmented Reality is a type of immersive technology that provides the user with a high level of sensory input, whether in terms of quality or quantity. The study will observe and identify research concerns about the impact of optimism, innovativeness, discomfort, and insecurity on purchase intention, as well as the mediating role of personal opinions towards Augmented Reality (AR) user experience. This study seeks to evaluate the impact of consumer personality traits on purchasing behavior in the context of electronic equipment in Lahore, Pakistan, with a focus on generation Y. This study will use a deductive approach and will be based on the positivist research philosophy. Based on the Technology Readiness Model and the Theory of Planned Behavior. This research will use a quantitative survey method and cross-sectional research to collect data from a specific point in time. The study will collect data using convenience sampling, which is a non-probability sampling technique. The study will take an experience-based method, followed by a survey, in which participants will be exposed to AR environments and a structured questionnaire will be used to gage their responses. The data will be gathered from 370 respondents and analysis will be done using IBM SPSS Statistics 29 for descriptive statistics and SmartPLS 4.0 for route analysis to investigate indirect correlations.