The importance of virtual reality is pronounced across different sectors. This is based on the understanding that it allows users to actually integrate products into real-life setting without being in physical possession of the products, allowing them to see how the product would fit in before making final purchase decision. However, majority of the studies in this context have been undertaken in developed nations. To fill the existing gap in developing nations, this study sought to assess the influence of augmented shopping relation on consumer perception and purchasing behaviour. A total of 250 valid responses were analysed using SEM. Findings indicate that ASR positively and significantly influences access to product information, visualization, trial, and placement; thus, leading to direct positive influence on consumers perceptions and purchase behaviour. It is recommended that companies seeking to enhance consumers’ perception and purchase behaviour would need to integrate.

Augmented Reality, Consumer Behaviour, Perception, Shopping.