The impact of AR-enabled try-on experiences on consumer purchase decisions

This study investigates how AR try-on functionalities affect consumer purchase behaviors in terms of psychological empowerment processes and uses AI recommendation attributes as boundary conditions. Drawing on skill acquisition theory and dual-process theory, this study hypothesizes a dual-pathway model in which AR interactivity influences perceived control, AR immersion influences perceived value, and both perceptual phenomena influence purchase intention positively. Using the techniques of structural equation modeling and multi-group analysis, data were collected from 500 Chinese consumers through three major e-commerce platforms (Tmall, JD.com, Dewu). The results show that perceived control is a mediator between AR interactivity and purchase intention (indirect effect = 0.406, 95% CI [0.324, 0.495]), and perceived value is a mediator of the relationship between AR immersion and purchase intention (indirect effect = 0.474, 95% CI [0.389, 0.566]). AI-AR integration level significantly enhances the interactivity-control pathway (Δχ2 = 12.87, p <.001), while AI feedback timeliness amplifies the immersion-value pathway (Δχ2 = 10.34, p <.001). These findings imply that the combinations of AR and AI technologies have impacts on consumer decision-making and that the characteristics of AI technology act as boundary conditions. This research has theoretical implications for technology-based consumer empowerment and provides some usable advice on how to better integrate AR-AI technology in online shopping.