Understanding the Impact of Augmented Reality Product Presentation on Diagnosticity, Cognitive Load, and Product Sales  

Augmented reality (AR) enhances consumers’ sensory responses to online product presentations, providing a more immersive experience. In online marketplaces, the utilization of various sensory modalities for product representation proves valuable for consumers’ evaluations. To investigate the impact of AR interfaces on human cognition, we developed a mobile AR app and conducted an experiment. Subjects tested the app, equipped with AR capabilities, alongside traditional two-dimensional (2D) representations for various product types. Our findings reveal that, in comparison to conventional 2D presentations, AR affordances significantly enhance consumers’ perceived product diagnosticity. Notably, this effect is more pronounced for technology products. Additionally, our research indicates that AR interfaces may contribute to an increased perceived cognitive load. In a second study, we conducted a natural experiment using AR-enabled Amazon products to explore the influence of AR interfaces on purchase decisions. For technology products, we observed a substantial increase in product sales when utilizing AR for online presentations. This research makes a valuable contribution to the mobile commerce literature, offering insights to retailers about the efficacy of AR interfaces in the realm of mobile shopping. © 2023 Elsevier Ltd.