Purchase Intention in Augmented Reality vs. Web Shopping: A Multimodal Exploration

Perez, A; Singh, A; Pontes, V

Purchase Intention in Augmented Reality vs. Web Shopping: A Multimodal Exploration

Perez, A

Singh, A

Pontes, V

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Publisher:: Association for Computing Machinery (ACM)
Publication Type:: Conference Proceeding
Citation:: Vrcai 2025 20th International Conference on Virtual Reality Continuum and Its Applications in Industry, 2026, pp. 1-4
Issue Date:: 2026-02-05

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Field	Value	Language
dc.contributor.author	Perez, A https://orcid.org/0009-0000-2823-5061
dc.contributor.author	Singh, A https://orcid.org/0000-0002-6539-9695
dc.contributor.author	Pontes, V https://orcid.org/0000-0002-4137-7571
dc.date.accessioned	2026-06-09T00:33:11Z
dc.date.available	2026-06-09T00:33:11Z
dc.date.issued	2026-02-05
dc.identifier.citation	Vrcai 2025 20th International Conference on Virtual Reality Continuum and Its Applications in Industry, 2026, pp. 1-4
dc.identifier.uri	http://hdl.handle.net/10453/195257
dc.description.abstract	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.
dc.language	en
dc.publisher	Association for Computing Machinery (ACM)
dc.relation	http://purl.org/au-research/grants/arc/LP240100414
dc.relation.ispartof	Vrcai 2025 20th International Conference on Virtual Reality Continuum and Its Applications in Industry
dc.relation.ispartof	Proceedings of the 2025 20th ACM SIGGRAPH International Conference on Virtual-Reality Continuum and its Applications in Industry
dc.relation.isbasedon	10.1145/3779232.3779279
dc.rights	info:eu-repo/semantics/openAccess
dc.title	Purchase Intention in Augmented Reality vs. Web Shopping: A Multimodal Exploration
dc.type	Conference Proceeding
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Business School
pubs.organisational-group	University of Technology Sydney/Business School/Marketing Discipline
pubs.organisational-group	University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	University of Technology Sydney/Faculty of Engineering and Information Technology/School of Computer Science
pubs.organisational-group	University of Technology Sydney/UTS Groups
pubs.organisational-group	University of Technology Sydney/UTS Groups/Australian Artificial Intelligence Institute (AAII)
pubs.organisational-group	University of Technology Sydney/UTS Groups/The Trustworthy Digital Society
pubs.organisational-group	University of Technology Sydney/UTS Groups/Behavioural-Lab (BL)
pubs.organisational-group	University of Technology Sydney/Business School/Business Related HDR Students
utslib.copyright.status	open_access	*
dc.rights.license	This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). To view a copy of this license, visit https://creativecommons.org/licenses/by/4.0/
dc.date.updated	2026-06-09T00:33:10Z
pubs.publication-status	Published

Abstract:

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.

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http://hdl.handle.net/10453/195257