Affiliation:
1. Chitkara Business School, Chitkara University, India
2. Institute of Management Studies, Kurukshetra University, Haryana, India
Abstract
The most well-liked and developed technologies for the future are augmented reality and virtual reality, known as AR and VR. When you use high-tech equipment, you just enter another universe and engage with it. With data, visuals, and customised experiences superimposed on the real world, virtual reality transports us to parallel realms, and augmented reality brings the real world to life. In virtual reality, it is easy to observe how a software programme can produce a virtual environment that is mostly driven by sight and sound. The user's experience of virtual reality is presented to them in a way that makes them see it as real. AR, on the other hand, transfers aspects from the virtual world to the physical one. Augmented reality serves as a link between the physical and digital worlds. This chapter focuses on better understanding of augmented reality and virtual reality concepts. The chapter discusses the functions of AR and VR, their impact on society, the challenges of implementing AR and VR, and their impact on customer purchase behavior.
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