Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Kumar, Magesh; Pinto, Oshma Rosette; Supriya, R.; Rashmi, B.H. Title A name given to the resource Bridging Technology and Consumer Experience: The Role of Augmented Reality and Perceived Usefulness in Digital Retailing Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived International Research Journal of Multidisciplinary Scope;Volume;7;Issue;2;pp.1697-1710 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.47857/irjms.2026.v07i02.09365" target="_blank" rel="noreferrer noopener">https://doi.org/10.47857/irjms.2026.v07i02.09365</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105038392157?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105038392157?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kumar M., School of Business and Management, Christ University, Karnataka, Bangalore, India; Pinto O.R., School of Business and Management, Christ University, Karnataka, Bangalore, India; Supriya R., School of Business and Management, Christ University, Karnataka, Bangalore, India; Rashmi B.H., School of Business and Management, Christ University, Karnataka, Bangalore, India Description An account of the resource The advent of Augmented Reality (AR) has sparked an interest in the capability of redesigning the experiences of consumers. This paper examines the effects of AR on Consumer Experience (CE) and the mediator of Perceived Usefulness (PU). The study utilizes the Technology Acceptance Model (TAM) to identify the conceptual model based on the Structural Equation Modelling (SEM) with the data obtained in the sample of 311 participants. The results indicate that Augmented Reality has great power over Consumer Experience as elements such as engagement in Augmented Reality inspire a realistic effect on users. The results indicate that Perceived Usefulness plays a minor moderating role in the relationship between Augmented Reality and Consumer Experience, which suggests that the idea of perceived usefulness should be understood even in the environment full of technologies. Therefore, the research contributes to the existing body of literature because it combines AR experience with the main TAM concepts and offers a feasible justification of PU as an enabler in models of consumer experiences driven by technologies. Basically, the findings suggest that to maximize the effect of AR, creators and sellers should not only emphasize on engaging design but also relate the practical utility of the AR tools to the users by encouraging user interaction and awareness. 2026, Iquz Galaxy Publisher. All rights reserved. Subject The topic of the resource Augmented Reality; Consumer Experience; Immersive Technology; Perceived Usefulness; Structural Equation Modelling; Technology Acceptance Model Publisher An entity responsible for making the resource available Iquz Galaxy Publisher Relation A related resource ISSN: 2582631X; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online