In today’s modern and technology-driven world, augmented reality (AR) and virtual reality (VR) have positioned themselves as technological game changers which have impacted not only business processes but also customer engagement. By offering experiences where people can be fully immersed and engaged, these technologies have transformed the landscape of multiple sectors. VR recreates real-life retail experience thereby encouraging consumer interaction, whereas AR bridges the gap between online and offline shopping. Several factors that have emboldened the adoption of AR and VR across all industries include perceived ease of use (PEOU), perceived usefulness (PU), and behavioural intention (BI). In the healthcare sector, adoption is influenced by PU, ease of use, attitude (ATT), BI, and compatibility (COP). Additionally, user experience plays a crucial part in delivering immersive user interactions. In the education sector, factors like perceived enjoyment (PE), e-social influence, and facilitating conditions (FC) allow AR/VR to fulfil interactive learning roles. Retail application adoption hinges on usefulness, ease of use, ATTs, PE, and perceived informativeness (PI), which provide engaging shopping experiences like virtual try-ons and interactive store displays. In sports and gaming, social influence (SINF) and entertainment value drive adoption while improving training, gaming and overall user engagement. Tourism can take advantage of AR/VR through perceived value (PV), ease of use, and PE which in turn results in having competitive advantages through immersive experiences. This combined study provides valuable insights for stakeholders to understand the factors that impact AR/VR usage across diverse sectors.
