Chowdhury, Azizur Rahman (2025) Augmented Reality and Customer Fulfilment: A Case Study on Temu's Penetration in UK Markets. Masters thesis, University of Wales Trinity Saint David.
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Abstract
This crucial dissertation explores the influence of Augmented Reality (AR) on consumer behavior within the UK online retail market, focusing specifically on the Temu’s integration of AR into its e-commerce platform. The study mainly aims to assess that how the AR impacts consumer engagement, confidence, also the purchase intentions, and long-term loyalty. By analyzing the available secondary data from the various market reports, the academic articles, also case studies, this research provides such empirical evidence of the growing role of the AR in enhancing the overall online shopping experience. The Key findings mainly indicate that the AR significantly increases the consumer engagement also the purchase confidence, particularly through the features like the virtual try-ons also 3D product visualizations. Furthermore, the research highlights that the AR positively affects the consumer trust also loyalty, fostering the long-term relationships with the e-commerce platforms. The implications of these findings suggest that the e-commerce platforms should continue to invest in the AR technologies to meet consumer expectations for the personalized also immersive shopping experiences. This study contributes to the literature on the AR in retail, providing actionable insights for the businesses seeking to leverage AR for competitive advantage in UK’s e-commerce sector.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce Q Science > QA Mathematics > QA76 Computer software |
| Divisions: | Theses and Dissertations > Masters Dissertations |
| Identification Number: | https://doi.org/10.82227/repository.uwtsd.ac.uk.00004154 |
| Depositing User: | Victoria Hankinson |
| Date Deposited: | 17 Mar 2026 10:32 |
| Last Modified: | 17 Mar 2026 10:34 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/4154 |
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