Chapter 2: Exploring the Determinants Influencing the Immersive Experience of Augmented Reality and Virtual Reality Applications: A Cross-Sector Study

AR and VR may be considered emerging technologies that attract great interest as the tools that define new opportunities for using digital content. AR enhances the user’s ability to communicate and interact with the real world by placing computer-generated images onto it. On the other hand, VR immerses the user in a virtual environment, thereby giving a feeling of being there that makes interactive experiences possible. AR and VR have undergone tremendous development in hardware, software, and user experience design in the past few years. AR and VR have revolutionised our world with ground-breaking new inventions across different sectors. Both technologies have developed a lot in the past years and have applications in numerous industries viz. entertainment and games, tourism, education and learning, healthcare, retail buying and selling, and the military.