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Kamel, T., Elsayed, O., Enaba, H. (2022). The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention. The Academic Journal of Contemporary Commercial Research, 2(3), 47-74. doi: 10.21608/ajccr.2022.277218
Tamer Sayed Kamel; Ola Tarek Elsayed; Hala M. L. Enaba. "The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention". The Academic Journal of Contemporary Commercial Research, 2, 3, 2022, 47-74. doi: 10.21608/ajccr.2022.277218
Kamel, T., Elsayed, O., Enaba, H. (2022). 'The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention', The Academic Journal of Contemporary Commercial Research, 2(3), pp. 47-74. doi: 10.21608/ajccr.2022.277218
Kamel, T., Elsayed, O., Enaba, H. The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention. The Academic Journal of Contemporary Commercial Research, 2022; 2(3): 47-74. doi: 10.21608/ajccr.2022.277218

The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention

Article 3, Volume 2, Issue 3, December 2022, Page 47-74  XML PDF (424.95 K)
Document Type: Original Article
DOI: 10.21608/ajccr.2022.277218
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Authors
Tamer Sayed Kamel email orcid ; Ola Tarek Elsayed; Hala M. L. Enaba
Faculty of Commerce, Cairo University, Giza, Egypt
Abstract
The purpose of this study is to examine the impact of augmented reality advertising characteristics (AR Ad) on purchasing intention in the Egyptian furniture industry. Accordingly, literature is reviewed, and secondary data regarding augmented reality advertising are gathered. Thereafter, a quantitative method is conducted using a post-test experimental design with a non-probability quota sample to collect data for the current study and determine the causal effect of AR Ad on purchasing intention. Over a period of two months, a single cross-sectional design is employed to gather the self-administered offline questionnaire from 400 Egyptian young adult (millennials) participants. Moreover, the data is analyzed using SPSS v.24. The findings reveal that Ad in an AR context is more influential in stimulating purchasing intentions than Ad in a non-AR context. Accordingly, augmented reality advertising characteristics has a positive impact on purchasing intention in the Egyptian furniture industry.
Keywords
Augmented Reality; Advertisement; Purchasing Intention; Ease of Use; Usefulness
Main Subjects
Marketing
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