Journal of Business Management

Journal of Business Management

Consumer Purchasing Analysis Using Augmented Reality Technology in Digital Retailing: A Multiple Grounded Theory Approach

Document Type : Research Paper

Authors
Fahime Mahavarpour 1
Davood Feiz 2
Morteza Maleki Min Bash Razgah 3
1 Ph.D. Candidate, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Prof., Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
3 Associate Prof., Department of Industrial Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
10.22059/jibm.2025.387712.4904
Abstract
Objective
The world is constantly evolving through technological advancements and marketing innovations. Within the field of information technology, augmented reality (AR) is recognized as a key innovation that significantly impacts customer purchase experiences. This emerging technology enhances the consumer journey by offering engaging visual and interactive experiences, thereby facilitating and improving the purchasing process. Leveraging this knowledge, marketing professionals can utilize AR more effectively across digital retail channels to achieve their business goals. The primary objective of this study is to analyze the consumer purchase process within the digital retail context using AR technology, and to explore the potential of AR at each stage of the purchasing journey. These stages include: need recognition, information search, option evaluation, purchase decision, and post-purchase behavior, with a specific focus on persuasion and personalization.

Methodology
Given the subjective nature of the research problem and its reliance on lived experiences, the study adopts a constructivist/interpretivist paradigm as its philosophical foundation. Accordingly, a qualitative inductive reasoning approach has been employed, using Grounded Theory methodology with a multiple-case design based on Goldkuhl and Cronholm’s variant. This strategy involves analyzing qualitative data from semi-structured in-depth interviews, documents, and video content through systematic coding. The study further investigates the characteristics of consumer purchasing behavior enhanced by AR in the context of digital retail. Judgmental sampling was used, and the data set included scholarly articles, AR-related videos, and interviews with 15 experts in AR and marketing, selected through the snowball sampling technique.

Findings
In this study, the researcher, in collaboration with experts, identified the final factors of the customer purchase process using augmented reality. These factors include 225 open codes, 10 sub-themes, and five core themes, which are as follows: problem recognition through AR stimuli, information search in an interactive virtual environment, information evaluation through virtual simulation, purchase decision influenced by multisensory experiences, and post-purchase experience in the AR environment. These are further categorized into three segments: pre-purchase analysis with augmented reality (readiness for interaction), purchase via augmented reality technology (real-time experience), and engaging post-purchase experience with augmented reality technology (sustained experience).

Conclusion
The findings of this study indicate that by implementing augmented reality (AR) technology, digital businesses create significant added value for consumers. These values include intelligent product selection, optimized decision-making, and interactive purchasing. In the readiness for interaction stage, AR plays a vital role in enhancing the shopping experience and fostering a deeper understanding of products across various retail domains. By offering immersive and unique experiences—as noted by the majority of interviewees—AR strengthens consumer creativity and facilitates a more realistic and tangible interaction with products. In the real-time experience stage, augmented reality reduces consumers’ cognitive load during online search by visualizing 3D virtual products within real environments. It improves consumers’ perception of interaction, enhances perceived clarity, and delivers an innovative and engaging experience, thereby enriching the overall quality of the shopping journey. In the sustained experience stage, AR offers interactive post-purchase support, enabling consumers to resolve issues more quickly and independently. This technology is considered a key tool in creating enjoyable and value-driven shopping experiences, which can effectively increase purchase intention, encourage repeat usage of AR applications, and promote word-of-mouth recommendations.
Keywords
Augmented reality technology
Consumer purchase process
Digital businesses
Marketing
Subjects
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Journal of Business Management
Volume 18, Issue 3
2026
Pages 991-1038