SavedAdd your journal

Journals / Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2026 / Cilt: 35

EVALUATING FEMALE CONSUMERS' ONLINE SHOPPING EXPERIENCES THROUGH AUGMENTED REALITY APPLICATIONS

KADIN TÜKETİCİLERİN ÇEVRİMİÇİ ALIŞVERİŞ DENEYİMLERİNİN ARTIRILMIŞ GERÇEKLİK UYGULAMALARIYLA DEĞERLENDİRİLMESİ

Misra Ozakın(ÇAĞ ÜNİVERSİTESİ)0000-0002-4982-6431
Eda Yaşa Özeltürkay(Çağ Üniversitesi)0000-0001-9248-1371
Pages
—
Publication Date
2026-06-17
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

When the interview results were analyzed, it was determined that the level of experience had a positive effect on customer's purchasing processes.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Technological developments hold great importance for consumers today.
📊
Key Findings & Data:Rapid and intensive developments in internet technologies, together with the increase in personalized internet usage, have changed consumers' purchasing attitudes and preferences.
💡
Conclusion & Impact:When the interview results were analyzed, it was determined that the level of experience had a positive effect on customer's purchasing processes.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:artırılmış gerçeklik · sanal gerçeklik · tüketici davranışı

Abstract

Technological developments hold great importance for consumers today. The rapid development of technologies such as the internet, mobile devices, artificial intelligence, big data and the Internet of Things provide consumers with numerous conveniences. For these reasons, adapting to new technologies becomes even more important. Rapid and intensive developments in internet technologies, together with the increase in personalized internet usage, have changed consumers' purchasing attitudes and preferences. The growth of e-commerce, mobile and online shopping markets both in Turkey and around the world has led companies operating in these areas to compete in offering consumers the most convenient and attractive shopping experience through the use of technology. The purpose of this research is to reveal the opinions of people who have shopped with augmented reality (AR) and/or virtual reality (VR) technology regarding their purchasing processes. The research was conducted using a semi-structured in-depth interview method. Data were collected from 20 people who have experienced at least one online purchase using augmented reality (AR) and/or virtual reality (VR) technologies. When the interview results were analyzed, it was determined that the level of experience had a positive effect on customer's purchasing processes.

Özet

Günümüzde teknolojik gelişmeler tüketiciler için büyük önem taşımaktadır. İnternet, mobil cihazlar, yapay zekâ, büyük veri ve nesnelerin interneti gibi teknolojilerin hızla gelişmesi, tüketicilere birçok kolaylık sunmaktadır. Bu nedenle, yeni teknolojilere uyum sağlamak her zamankinden daha önemli hale gelmiştir. İnternet teknolojilerindeki hızlı ve yoğun gelişmeler ile kişiselleştirilmiş internet kullanımının artması, tüketicilerin satın alma tutumlarını ve tercihlerini değiştirmiştir. Türkiye’de ve dünyada e-ticaretin, mobil ve çevrim içi alışveriş pazarlarının büyümesi, bu alanlarda faaliyet gösteren şirketlerin, tüketicilere en kolay ve en ilgi çekici alışveriş deneyimini teknoloji kullanarak sunma konusunda rekabet etmelerine yol açmıştır. Bu araştırmanın amacı, artırılmış gerçeklik (AR) ve/veya sanal gerçeklik (VR) teknolojisi ile alışveriş yapmış kişilerin satın alma süreçlerine ilişkin görüşlerini ortaya koymaktır. Araştırma, yarı yapılandırılmış derinlemesine mülakat yöntemi ile gerçekleştirilmiştir. Artırılmış gerçeklik (AR) ve/veya sanal gerçeklik (VR) teknolojilerini kullanarak en az bir kez çevrim içi alışveriş deneyimi yaşamış 20 kişiden veri toplanmıştır. Görüşme sonuçları analiz edildiğinde, deneyim düzeyinin müşteri satın alma süreçleri üzerinde olumlu bir etkisi olduğu belirlenmiştir.

🔖

Cite This Article

Ozakın, M., Özeltürkay, E. Y. (2026). EVALUATING FEMALE CONSUMERS' ONLINE SHOPPING EXPERIENCES THROUGH AUGMENTED REALITY APPLICATIONS. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 35. https://doi.org/10.35379/cusosbil.1688533

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (36)

  1. Avcılar, M. Y., Külter Demirgüneş, B., & Açar, M. F. (2019). Examining the effects of augmented reality applications on user experience, satisfaction and purchase intention. Journal of Marketing and Marketing Research, 24, 235–271.
  2. Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6(4), 355–385.
  3. Barta, S., Gurrea, R., & Flavián, C. (2025). Augmented reality experiences: Consumer-centered augmented reality framework and research agenda. Psychology & Marketing, 42(2), 634–650.
  4. Bergeron, J. (2004). Antecedents and consequences of salesperson listening effectiveness in buyer-seller relationships (Doctoral dissertation). John Molson School of Business.
  5. Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. In T. Jung & M. C. T. Dieck (Eds.), Augmented reality and virtual reality (pp. 119–132). Springer.
  6. Çabri, B. (2019). A qualitative research on experiential marketing and augmented reality (Master’s thesis). Institute of Social Sciences.
  7. Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51(1), 341–377.
  8. Craig, A. B. (2013). Understanding augmented reality: Concepts and applications. Morgan Kaufmann.
  9. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1991). Consumer behavior (6th ed.). The Dryden Press.
  10. Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers' product attitude: A cognitive perspective. Journal of Retailing and Consumer Services, 53, 101986.
  11. Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560.
  12. Ghose, S., & Dou, W. (1998). Interactive functions and their impacts on the appeal of internet presence sites. Journal of Advertising Research, 38(2), 29–42.
  13. Güleç, U. T. (2019). The use of augmented reality and virtual reality applications in marketing: An evaluation within the framework of examples in Turkey and the world (Unpublished master’s thesis). KTO Karatay University.
  14. Grewal, D., Motyka, S., & Levy, M. (2018). The evolution and future of retailing and retailing education. Journal of Marketing Education, 40(1), 85–93.
  15. Hilken, T., De Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
  16. Höllerer, T. H., & Feiner, S. K. (2004). Mobile augmented reality. In H. Karimi & A. Hammad (Eds.), Telegeoinformatics: Location-based computing and services (pp. 221–260). Taylor & Francis.
  17. Interrante, V., Höllerer, T., & Lécuyer, A. (2018). Virtual and augmented reality. IEEE Computer Graphics and Applications, 38(2), 28–30.
  18. Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261.
  19. Mishra, P. (2021). A step toward future—VRA research project. Fairfield Institute of Management and Technology. https://www.researchgate.net/publication/354065442_VR-Research_paper
  20. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
  21. Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13–30.
  22. Li, X., Xu, B., Teng, Y., Ren, Y. T., & Hu, Z. M. (2014). Comparative research of AR and VR technology based on user experience. In 2014 International Conference on Management Science & Engineering (pp. 1820–1827). IEEE.
  23. Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE Transactions on Information and Systems, E77-D(12), 1321–1329.
  24. Nguyen, E., & Nguyen, A. (2021). AR/VR applications in fashion retailing: An exploratory study on the effectiveness of virtual try-on technology along the customer journey (Bachelor’s thesis). Högskolan Kristianstad.
  25. Negm, E. (2025). The impact of augmented reality on consumer behavior: A focus on value development, leading to brand engagement and purchase intention. Management & Sustainability: An Arab Review, 4(2), 320–341.
  26. Ngo, T. T. A., Tran, T. T., An, G. K., & Nguyen, P. T. (2025). Investigating the influence of augmented reality marketing application on consumer purchase intentions: A study in the e-commerce sector. Computers in Human Behavior Reports, 18, 100648.
  27. Pastırmacı, B. (2019). Effect of augmented reality advertising on purchase intention (Master’s thesis).
  28. Şişman, B. (2021). From science fiction to reality: Augmented reality, virtual reality, mixed reality. Science and Technology, 641, 60–65. https://bilimteknik.tubitak.gov.tr/system/files/makale/3_teknoloji.pdf
  29. Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35, 100854.
  30. Stoyanova, J., Brito, P. Q., Georgieva, P., & Milanova, M. (2015). Comparison of consumer purchase intention between interactive and augmented reality shopping platforms through statistical analyses. In 2015 International Symposium on Innovations in Intelligent Systems and Applications (INISTA) (pp. 1–8).
  31. Tang, A., Biocca, F., & Owen, C. (2004). Comparing differences in presence during social interaction in augmented reality versus virtual reality environments: An exploratory study. Presence: Teleoperators and Virtual Environments, 13(3), 287–297.
  32. Tuncay, I. (2018). The relationship between augmented reality applications in experiential marketing and consumer purchase intention and a research (Unpublished master’s thesis).
  33. Tülü, M., & Yılmaz, M. (2012). Using augmented reality applications with iPhone in education. Academic Informatics Conference Proceedings, 183–186.
  34. Yim, M. Y. C., & Park, S. Y. (2019). “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations. Journal of Business Research, 100, 581–589.
  35. Yüksel, D. (2017). A qualitative research on the function of augmented reality applications in marketing (Master’s thesis). Council of Higher Education National Thesis Center. https://tez.yok.gov.tr
  36. Zhang, T., Wang, W. Y. C., Cao, L., & Wang, Y. (2019). The role of virtual try-on technology in online purchase decision from consumers' aspect. Internet Research, 29(3), 529–550.