A STUDY ON AI POWERED VIRTUAL TRY-ON AND 3D IMMERSIVE AMONG E-COMMERCE USERS ON SELECTED PRODUCTS (COSMETICS, FASHION, JEWELRY).

Abstract Over the past ten years, India's e-commerce sector has experienced significant changes, largely due to the increasing availability of the internet, smartphones, and digital payment options. To improve online shopping experiences and decrease the rate of product returns, major platforms like Amazon India, Flipkart, and Myntra have implemented virtual try-on (VTO) and 3D immersive technologies. Although these innovations aim to mimic certain aspects of in-store shopping, their acceptance among Indian consumers shows considerable variation. This research seeks to pinpoint and examine the primary factors that influence the adoption of virtual try-on and 3D immersive features by Indian e-commerce users. Employing a descriptive research design and primary data collection, the study finds that perceived usefulness, trust, ease of use, technological readiness, and perceived risk play significant roles in shaping adoption behaviour. The study provides practical insights for online retailers aiming to create culturally sensitive and user-friendly immersive shopping experiences.