Conference Paper

Augmented Reality and Consumer Engagement in Selected Retail Stores in Lagos State

Abstract The retail sector is evolving rapidly, with Augmented Reality (AR) emerging as a transformative tool for enhancing consumer engagement. However, retailers in Lagos State, Nigeria, face technological and infrastructural challenges that impact AR adoption and effectiveness. This study examines the effect of AR features such as interactivity, immersion, and information quality on consumer engagement in selected retail stores in Lagos. Utilising a survey research design, data were collected from 384 retail consumers who had interacted with AR shopping experiences and analysed using regression analysis. The findings indicate that AR features significantly influence consumer engagement, explaining 83.7% of cognitive engagement, 80.5% of affective engagement, and 85.2% of behavioural engagement. Interactivity (β = 0.915, t = 22.677) had the strongest impact on cognitive engagement, while immersion (β = 0.897, t = 20.128) significantly influenced affective engagement. Information quality (β = 0.923, t = 23.286) played a crucial role in driving behavioural engagement, increasing purchase intent, and store revisits. The study highlighted the importance of enhancing AR interactivity, immersive experiences, and information accuracy to maximise consumer engagement. Retailers in Lagos should invest in highly interactive AR technologies, personalised AR content, and real-time product information systems to enhance shopping experiences and drive sales. Future research should explore the long-term impact of AR on brand loyalty and adoption barriers in emerging markets. Keywords: Augmented Reality, Consumer Engagement, Retail Technology, Interactivity, Immersion, Information Quality.