In the rapid digital era, Augmented Reality (AR) is a major technology that transforms interactions between individuals and digital environment. AR integrates virtual elements with real-world contexts which alters user interactions across various domains, particularly within the marketing sector. This technological evolution has given rise to the concept of Augmented Reality Experiential Marketing (AREM), leveraging immersive capabilities of AR to create engaging and interactive consumer experiences. Currently, AR is mainly utilised to transform online shopping into dynamic and interactive experiences, particularly with virtual try-on feature which allows visualisation of product in a personalised way. This feature can potentially enhance user engagement and influence consumer decision-making processes by offering a more holistic and interactive view of products, thus revolutionising conventional retail practices. However, despite the extensive application and apparent benefits of AR, its effectiveness as a communicative medium to convey sufficient information, facilitate understanding, and reduce uncertainty, remains relatively underexplored.

Hence, this study aims to evaluate the impact of AR on enhancing consumer interaction and confidence in purchasing decisions through assessing its effectiveness as an informative tool. The luxury retail sector is the chosen focus for its distinctive characteristics of high-value and unique marketing position, which can be an exemplary context for investigating whether AR can provide sufficient information and immersiveness to support informed and confident purchasing decisions for online shopping. The research seeks to explore the potential of AR to act as a transformative communicative medium in online shopping context, and discover insights that could influence the design and implementation of future digital shopping platforms to better offer immersive consumer engagement.