LAUSR

PurposeDigital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers' behavior toward AR-based e-commerce websites.Design/methodology/approachConvenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique.FindingsResults revealed that technology anxiety and virtuality significantly influence customers' attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites.Research limitations/implicationsThe study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research.Originality/valueThe present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers' perceptions of AR-based e-commerce websites.