تصورات المستهلكين السعوديين حول تطبيق علامات الأزياء التجارية للواقع المعزز

Abstract EN

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 devicesThere 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