124457 20250722154012.0 doi 10.1089/cyber.2022.0087 sideral 132838 ART-2023-132838 eng Barta, S. Universidad de Zaragoza (orcid)0000-0001-8353-3870 How augmented reality increases engagement through its impact on risk and the decision process 2023 Access copy available to the general public Unrestricted 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. info:eu-repo/grantAgreement/ES/DGA-FSE/LMP51-21 info:eu-repo/grantAgreement/ES/DGA/S20-20R info:eu-repo/grantAgreement/ES/MCIU/EST21-00627 info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037 info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 4.2 2023 PSYCHOLOGY, SOCIAL 9 / 76 = 0.118 2023 Q1 T1 1.436 2023 Applied Psychology 2023 Q1 Communication 2023 Q1 Social Psychology 2023 Q1 Human-Computer Interaction 2023 Q1 Medicine (miscellaneous) 2023 Q1 Computer Science Applications 2023 Q1 9.6 2023 info:eu-repo/semantics/article info:eu-repo/semantics/submittedVersion Gurrea, R. Universidad de Zaragoza (orcid)0000-0002-5487-5203 Flavián, C. Universidad de Zaragoza (orcid)0000-0001-7118-9013 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 26, 3 (2023), 177-187 CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING 2152-2715 680194 http://zaguan.unizar.es/record/124457/files/texto_completo.pdf Postprint 663167 http://zaguan.unizar.es/record/124457/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:124457 articulos driver 2025-07-22-15:35:45 ARTICLE