The Emotional and Empathic Dimension of Augmented Reality in E-Commerce: A Theoretical Framework for Purchase Intention

Augmented Reality (AR) is transforming e-commerce, offering immersive experiences that transcend the simple visualisation of products. However, understanding the impact of the emotional and empathetic dimensions created by such experiences on consumer purchase intent remains limited. This article proposes an innovative theoretical framework that integrates emotional constructs (valence and activation), perceived empathy (influenced by mirror mechanisms simulated in AR), user experience factors (interaction time, sensory salience, cognitive load) and perceived usefulness to model user engagement (UE) and, subsequently, purchase intention (PI) in AR-enriched e-commerce environments. The model is based on a review of recent literature (with the majority of articles between 2020-2025) on AR in e-commerce, the psychology of emotions, neurodesign and consumer behaviour, using open-access articles indexed in Scopus and Web of Science. We present specific mathematical functions to quantify EU and PI, the latter modelled using a logistic function. The proposed framework aims to offer a deeper understanding of how AR can be designed to evoke positive emotional and empathic responses, optimising engagement and enhancing the purchasing decision. The theoretical and practical implications for researchers and marketers are discussed, as well as directions for future empirical research to validate and refine the proposed model, contributing to the advancement of knowledge at the intersection of technology, psychology and marketing in the context of e-commerce.