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This research paper explores the dynamics of Augmented Reality (AR) adoption in Indian e-commerce, focusing on consumer perception and acceptance. It synthesizes the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to identify key factors influencing AR adoption, such as perceived usefulness, ease of use, hedonic motivation, trust, and technological readiness. The study highlights the need for a conceptual framework that considers socio-cultural and infras

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charannms21

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EN