Saudi consumers' perceptions of fashion brands' Applications for augmented reality | ||
| International Design Journal | ||
| Article 27, Volume 12, Issue 1 - Serial Number 44, January and February 2022, Pages 339-351 PDF (1.5 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2022.210357 | ||
| Authors | ||
| Raghad Omran Fitaa1; Wijdan Adnan Tawfiq2 | ||
| 1Department of Fashion and Textiles, Faculty of Human Sciences and Design, King Abdul Aziz University, Jeddah, Saudi Arabia | ||
| 2Assistant Professor at the Department of Fashion and Textiles, Faculty of Human Sciences and Design, King Abdul Aziz University, Jeddah, Saudi Arabia, | ||
| Abstract | ||
| Augmented Reality (AR)is an emerging technology that has been growing worldwide to increase consumers’ engagement with the brands and enhance their shopping experiences. The AR technology blends virtual objects with the physical world using a smart phone or other devices.There is a lack of research exploring how augmented reality impacts Saudi consumers' perceptions and purchases intention. Thus, the present paper is an empirical study aimed to investigate the influence of augmented reality mobile apps on Saudi consumers’ perceptions, acceptance, and purchases intention using the technology acceptance theory. Data were collected from 602 Saudi consumers who filled out a survey to measure perceived usefulness, perceived ease of use, privacy risks, acceptance, and purchases intention. The results show that Saudi consumers found the AR usefulness and easy to use. However, the concern about the privacy risks was high. Moreover, the correlation coefficient test revealed that consumers’ perceived usefulness, perceived ease of use, and privacy risks directly influences consumers’ acceptance and purchases intention. An important contribution of this study is that it supports previous research that used the technology acceptance theory to measures consumers acceptance and purchases intention. Findings from this study provide practical implications for the marketing development through the AR application. | ||
| Keywords | ||
| Augmented Reality; E-Shopping; consumer behavior; technology acceptance; Saudi Arabia; purchases intention | ||
| References | ||
|
Carmigniani, J., & Furht, B. (2011). Augmented reality: an overview. Handbook of augmented reality, 3-46. https://link.springer.com/chapter/10.1007/978-1-4614-0064-6_1
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75. https://doi.org/10.1002/dir.20061
Indvik, L. (2017). Exclusive: Apple's Tim Cook On The Future Of Fashion & Shopping. Vogue. Retrieved from https://www.vogue.co.uk/article/exclusive-apple-ceo-tim-cook-future-of-fashion-augmented-reality
Khan, H. (2019). Role of augmented reality in influencing purchase intention among millenials. Journal of Management (JOM), 6(6).http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=6&IType=6
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53. https://doi.org/10.1016/j.jretconser.2019.03.004
Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. Journal of Business Research, 92, 374-384. https://doi.org/10.1016/j.jbusres.2018.08.008
Scholz, J., & Duffy, K. (2018). We Are at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23. https://doi.org/10.1016/j.jretconser.2018.05.004
Smink, A. R., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2020). Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. Journal of Business Research, 118, 474-485. https://doi.org/10.1016/j.jbusres.2020.07.018 | ||
|
Statistics Article View: 396 PDF Download: 595 |
||
