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

نوع المستند : المقالة الأصلية

المؤلف

Faculty of Management Professional Technology and Computers. The Egyptian Russian University

المستخلص

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

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