The The Impact of Augmented Reality Shopping Applications on Consumers’ Purchase Intention in Saudi Arabia

Abstract

This study aims to investigate the effect of augmented reality (AR) use on the purchase intentions of Saudis in online shopping. Specifically, the study investigated the impact of consumer engagement and experience using AR on purchasing intent among online shoppers in Saudi Arabia. Quantitative research was adopted. A survey questionnaire was developed comprising measurements of the variables of this study - perceived value, purchase intention, hedonic and cognitive experience, and perceived interactivity. 397 online shoppers who have experience using AR apps in online shopping were involved in the study. The findings indicated that customer-perceived value and perceived interactivity have a significant positive relationship with user experience. In addition, customer perceived value and perceived interactivity have a significant relationship with intentions to purchase. User experiences (UX), both hedonic and cognitive experience, were also found to have a significant relationship with purchase intentions. In addition, two demographic factors, age and gender, were found to affect purchase intention significantly. The study’s findings help bridge the gap in the literature concerning the use of AR applications in online shopping activities within Saudi Arabia by exploring the effect of various factors derived from the use of AR applications on the purchase intentions of online shoppers.