The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention | ||
| The Academic Journal of Contemporary Commercial Research | ||
| Article 3, Volume 2, Issue 3, December 2022, Pages 47-74 PDF (424.95 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ajccr.2022.277218 | ||
| Authors | ||
| Tamer Sayed Kamel* ; Ola Tarek Elsayed; Hala M. L. Enaba | ||
| Faculty of Commerce, Cairo University, Giza, Egypt | ||
| Abstract | ||
| The purpose of this study is to examine the impact of augmented reality advertising characteristics (AR Ad) on purchasing intention in the Egyptian furniture industry. Accordingly, literature is reviewed, and secondary data regarding augmented reality advertising are gathered. Thereafter, a quantitative method is conducted using a post-test experimental design with a non-probability quota sample to collect data for the current study and determine the causal effect of AR Ad on purchasing intention. Over a period of two months, a single cross-sectional design is employed to gather the self-administered offline questionnaire from 400 Egyptian young adult (millennials) participants. Moreover, the data is analyzed using SPSS v.24. The findings reveal that Ad in an AR context is more influential in stimulating purchasing intentions than Ad in a non-AR context. Accordingly, augmented reality advertising characteristics has a positive impact on purchasing intention in the Egyptian furniture industry. | ||
| Keywords | ||
| Augmented Reality; Advertisement; Purchasing Intention; Ease of Use; Usefulness | ||
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