Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the prepurchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement toward the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.

中文翻译：

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增强现实如何通过其对风险和决策过程的影响来提高参与度

增强现实 (AR) 克服了电子商务的主要限制之一，例如预购试用。通过这项技术，消费者几乎可以看到产品是如何融入现实世界的。因此，AR 可以降低在线购买产品的感知风险。尽管已有研究，但 AR 对消费者决策过程的影响还需要进一步探索。因此，本研究旨在了解 AR 对风险感知和购买决策过程的影响，同时考虑决策舒适度和决策信心。通过受试者间实验，结果表明 AR 降低了网上购物的风险。但是，它对决策过程没有直接影响。降低风险及其带来的舒适感会产生决策信心和购物体验满意度。这种满意度将产生对在线商店平台的参与。该研究强调了 AR 影响决策过程的过程。讨论了元宇宙时代对 AR 营销理论和管理的影响。