AB  - Augmented reality (AR) is gaining traction as a tool for immersive digital marketing, yet its influence on consumer decision-making remains underexplored, particularly when delivered through head-mounted displays (HMDs). This pilot study investigates how AR affects physiological engagement and purchase intention by comparing AR and web shopping experiences across galvanic skin response, heart rate variability, heart rate, and eye movement metrics, alongside perceived usefulness and enjoyment. Eighteen participants completed a shopping task in one of two conditions while physiological and self-report data were collected. Although some significant differences were observed in eye-tracking metrics, most physiological and self-reported outcomes did not reach statistical significance. Regression analyses revealed promising - but inconclusive - trends linking both physiological and attitudinal predictors to purchase intention, as seen through willingness-to-pay (WTP). These findings underscore the need for larger, better-powered studies but offer methodological insights into integrating multimodal data for intelligent AR systems and the Stimulus-Organism-Response (SOR) framework.
AU  - Perez, A
AU  - Singh, A
AU  - Pontes, V
DA  - 2026/02/05
DO  - 10.1145/3779232.3779279
EP  - 4
JO  - Proceedings of the 2025 20th ACM SIGGRAPH International Conference on Virtual-Reality Continuum and its Applications in Industry
PB  - Association for Computing Machinery (ACM)
PY  - 2026/02/05
SP  - 1
TI  - Purchase Intention in Augmented Reality vs. Web Shopping: A Multimodal Exploration
Y1  - 2026/02/05
Y2  - 2026/06/11
ER  -