Augmented Reality (AR) is a fairly new technology that became better known in the mid-2000s. It is a technology that displays virtual objects in the real world. By displaying virtual objects in a physical environment, the combination of the virtual and real world provides users with a new experience of everyday life. AR is applied today in many areas such as video games, navigation, tourism, and marketing. This thesis explores the impact of augmented reality on the decision to purchase, and is divided into two parts which are combined at the end of the thesis. The theoretical part of the thesis covers an overview of previous research in the field of electronic commerce, augmented reality technology, and the use of augmented reality in the field of electronic commerce. The theoretical part ends with an overview of the specific characteristics of the Croatian market, whose main problem compared to the global market is insufficient familiarity of the population with augmented reality technology. In the second part of the thesis, two groups (a control and an experimental group) completed a questionnaire as a part of a survey whose aim was to determine whether there is a difference between buying through a website or AR application, whether this decision is influenced by knowledge of technology, and whether using AR applications provides a higher level of telepresence compared to a web page.