Journal Article

Investigating the Impact of Augmented Reality on Customer Experience

Faltaous, Monica Emad Lotfy, Kortam, Wael Abd El-Razk

2024

Overview

Augmented reality (AR) has emerged as a disruptive technology in retail, providing novel ways to improve customer experience. AR allows buyers to interact with products and services in novel, immersive ways, disrupting traditional purchasing methods. This study investigates the impact of AR on consumer experience by looking at how AR attributes- interactivity, vividness, and novelty-influence important dimensions of customer experience, such as informativeness, social presence, and sensory appeal. The findings demonstrate that AR features have a significant and direct impact on the customer experience. Interactivity, vividness, and novelty considerably improve informativeness, allowing customers to make more informed choices. Similarly, these characteristics enhance social presence by facilitating immersive interactions and increasing sensory appeal through engaging and vivid experiences. The findings underscore the role of augmented reality in transforming the retail industry, allowing firms to differentiate themselves and provide a better shopping experience. This study adds to the expanding body of knowledge about AR's ability to create value in the retail business and gives actionable recommendations for exploiting AR technology to satisfy evolving customer expectations.

• Publisher: جامعة قناة السويس - كلية التجارة بالاسماعيلية
• Subject: تقنيات الواقع المعزز / تكنولوجيا المعلومات / رضا العملاء / عملية التسوق