The rapid adoption of augmented reality (AR) technologies in retail environments has transformed the way consumers evaluate products and make purchase decisions during online shopping. This study examines the influence of Perceived AR Virtual Try-On Quality on Purchase Decision Confidence through the mediating roles of Consumer Trust and Perceived Diagnosticity, while also investigating the moderating role of Technology Readiness. The study is grounded in the Stimulus–Organism–Response (S-O-R) framework, Decision Support Systems Theory, Information Processing Theory, and Technology Readiness Theory. A quantitative cross-sectional research design was employed, and data were collected from 923 consumers in India who had prior experience using AR virtual try-on systems in online retail environments. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that Perceived AR Virtual Try-On Quality significantly improves Purchase Decision Confidence. The results further demonstrated that Consumer Trust and Perceived Diagnosticity significantly mediate this relationship, while Technology Readiness positively strengthens the relationship between AR virtual try-on quality and purchase decision confidence. The study contributes to AR retail literature by extending understanding of immersive technologies as decision-support mechanisms rather than merely entertainment-oriented tools in digital retail environments.