The impact of Augmented reality technology on consumers’ purchase intention of furniture through online stores: Applied on Chic Homz Store

نوع المستند : المقالة الأصلية

المؤلفون

1 Prof. Marketing & International Business, Arab Academy for Science, Technology, and Maritime.

2 Associate prof. Marketing & International Business, Arab Academy for Science, Technology, and Maritime

المستخلص

This paper aims to investigate the impact of Augmented Reality (AR) in enhancing customer purchase intention from the online shoppers' perspective in Egypt. First, relevant academic articles that examined the influence of Augmented reality on customer purchase intention in furniture industry were reviewed. Then, the research depends on the quantitative research method. The primary data was collected from 399 respondents by an online questionnaire. The findings of this research indicate that that there is a significant relationship between the use of AR and customers' purchase intention in the online furniture market. Further analysis developed into specific dimensions of AR, such as Perceived ease of use, perceived usefulness, perceived enjoyment, and perceived augmentation. The results indicated that all these dimensions significantly influence customer purchase intention, except for the relationship between perceived ease of use and consumer purchase intention in the furniture sector.

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