ROLE OF AUGMENTED REALITY IN INFLUENCING PURCHASE INTENTION AMONG MILLENIALS

This paper investigates whether shopping apps that use Augmented Reality influences purchase intentions among millennials. Respondents were selected using a purposive sampling method whereby the respondents have to be users of shopping apps with Augmented Reality features and also snowball sampling where the respondents who used Augmented reality apps for shopping refer others whom they know have also used the same apps or different Augmented reality apps for shopping. A structured, self-administered questionnaire was used to elicit responses from these respondents. Data gathered from 384 respondents primarily from India included age, gender as well as the augmented reality app or site used for shopping. Some results are expected, variables being highly correlated. The findings indicate that Credibility of the Augmented Reality marketing is shown to significantly affect purchase intention. In general Augmented Reality has an effect on customers purchase intentions