The Role of Customer Experience in the Relationship between Augmented Reality and Purchase Intention in Times of COVID-19: An Applied Study on the Online Retail Sector in Egypt | ||||
| مجلة الدراسات المالية والتجارية | ||||
| Article 1, Volume 32, Issue 1, April 2022, Page 1-29 PDF (507.26 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/mosj.2022.230234 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Mona Mussa | ||||
| Faculty of Management Professional Technology and Computers. The Egyptian Russian University | ||||
| Abstract | ||||
| This paper aims to investigate the impact of Augmented Reality (AR) in creating customer experience and purchase intention from the online shoppers' perspective in Egypt in times of COVID-19. The research depended on the quantitative research method. The primary data was collected by an online questionnaire. Convenience sampling was used. The sample size was 400. A total of 384 responses were collected and valid. The data were analyzed via (SPSS v22). The results highlighted that there is a significant relationship between AR, customer experience, and purchase intention along with a significant mediation effect. Additionally, the model has a high ability to predict the consumer purchase intention through AR and customer experience. The study recommends online retailers to depend on AR as a technology to create a memorable customer experience and purchase intention. The paper is limited to the online retail sector in Egypt, and findings may be applicable in the other sectors | ||||
| Keywords | ||||
| Augmented Reality; customer experience; Purchase intention; online shopping & the COVID-19 pandemic | ||||
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