Thematic Analysis for Identifying the Factors Affecting the Adoption of Augmented Reality by the Customers in the E Commerce Industry in India.

Abstract

The way that marketers connect with, engage, and keep customers is changing because of technology. Augmented reality (AR) is one type of technology that can help the physical and digital worlds talk to each other and connect. This could create value for both customers and businesses. Augmented reality is getting more attention from both academics and professionals, and it has the potential to change the way most businesses do business. Almost all of the published articles in the current body of knowledge are about the technical side of technology.In the marketing industry, there isn't a lot of data or study on how augmented reality can be used. This study paper shows the results of a thematic analysis that was done to find out what makes Indian customers adopt augmented reality (AR). The goal of the study is to find out what people in India think about when they decide whether or not to use AR technologies. When qualitative data from different study papers was looked at, several themes came out as important factors in the adoption of AR. The results help us learn more about the factors that drive customer behavior in India. They also have important effects for businesses that want to use AR technologies in the Indian e-commerce market.