Abstract
This study investigates the impact of augmented reality (AR) technology on consumer engagement, product attitudes, and purchase intention in online stores. By examining how AR enhances traditional 2D and 3D product representations, the research aims to determine its effectiveness in improving online product presentations and delivering value to both consumers and retailers. An empirical study was conducted using a between-subjects experiment involving 120 participants, who were randomly assigned to view one of the four digital product representations of an IKEA table lamp, including various combinations of 2D images, 3D models, and AR. Engagement, product attitudes, and purchase intentions were assessed through a structured questionnaire following exposure to the stimuli. Findings revealed that AR significantly increased consumer engagement compared to 2D or 3D images alone, but did not lead to notable improvements in product attitudes or purchase intentions. This indicates that while AR can enhance engagement, it may not directly affect consumers´ evaluations or purchasing decisions. These results contribute to the growing literature on AR in retail by positioning it as an enhancement to existing digital representations rather than a standalone solution. The study also contributes to an increased managerial understanding of the possible benefits of implementing different types of product presentations in online retail.