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

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.

The Impact of Augmented Reality (AR) Technology on Consumers' Purchasing Decision Processes

“…This has further emphasized the significance of augmented reality (AR) technology in delivering a distinct and customized shopping experience. For instance, a study investigating the impact of augmented reality (AR) on the experience and purchase intention of Egyptian online shoppers discovered a notable correlation between AR and customer experience as well as purchase intention (Mussa, 2022).…”

“…Enhanced shopping experience: Anticipated advancements in augmented reality (AR) applications are projected to offer a more tailored shopping experience by utilizing data analytics and machine learning technologies.AR systems can enable accurate product recommendations based on consumers' shopping habits and preferences, improving the efficiency and satisfaction of purchase decisions (Mussa, 2022). This will make consumers feel more understood and satisfied, promoting them to shop more frequently.…”

“…This review focuses on analyzing various pivotal studies and literature that encompass multiple facets of augmented reality (AR) technology in the retail industry. Firstly, we cite the research conducted by Mona H. Mussa (2022), which examined the impact of augmented reality (AR) on enhancing the online shopping experience and boosting purchase intentions, especially in the context of the COVID-19 pandemic. The study established significant correlations among augmented reality (AR) technology, customer experience, and purchase intent using quantitative research methods and online questionnaires.…”