Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt
Abstract Augmented reality (AR) is a great opportunity for the retail industry because it provides companies with new ways to communicate with customers, promote their products, and achieve more sales. The purpose of this research is to gain a better understanding of the benefits of including AR as...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2025-02-01
|
| Series: | Future Business Journal |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s43093-025-00431-y |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1823862149521342464 |
|---|---|
| author | Marwa Mahmoud Ibrahim Rasha Ihab Nasr |
| author_facet | Marwa Mahmoud Ibrahim Rasha Ihab Nasr |
| author_sort | Marwa Mahmoud Ibrahim |
| collection | DOAJ |
| description | Abstract Augmented reality (AR) is a great opportunity for the retail industry because it provides companies with new ways to communicate with customers, promote their products, and achieve more sales. The purpose of this research is to gain a better understanding of the benefits of including AR as part of retailers’ mix on customers’ behavioural intentions, considering the mediation effect of customer experience and the moderation effect of technology readiness. This research has been conducted among Generation Z in Egypt. Consequently, a conceptual model proposing specific connections between the research's variables has been developed and tested. The empirical part of this research relied on a single cross-sectional data collection design, with a sample of 400 respondents using a structured questionnaire. Structural equation modelling analysis was the main statistical tool for testing the hypotheses. The research findings validate the research conceptual framework, emphasizing that the inclusion of AR in the retail mix plays a crucial role in influencing customer behavioural intention. The overall findings suggest that AR enhances interaction and exerts a significant impact on consumer responses by enriching the perceived informativeness as well as fostering perceived playfulness, guaranteeing engagement, enjoyment, and a sense of fun. Also, the findings show that individuals' readiness and comfort with technology play a significant role in shaping their behavioural intentions when interacting with AR applications. From an academic perspective, this research highlights significant issues and formulates vital conclusions that address the gaps in considering AR as part of the retail mix. Furthermore, from a practical perspective, it provides a significant clue for online retailers who are operating in the Egyptian market for the importance of using AR on customer experience and indicates Generation Z's readiness to use the technology. |
| format | Article |
| id | doaj-art-41bc9910472a4a959accec9445413f04 |
| institution | Kabale University |
| issn | 2314-7210 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Future Business Journal |
| spelling | doaj-art-41bc9910472a4a959accec9445413f042025-02-09T12:38:47ZengSpringerOpenFuture Business Journal2314-72102025-02-0111111710.1186/s43093-025-00431-yAdopting augmented reality into retailing mix strategy: Generation Z’s perspective in EgyptMarwa Mahmoud Ibrahim0Rasha Ihab Nasr1Faculty of Business, Economics and Political Science, The British University in Egypt (BUE)Faculty of Business, Economics and Political Science, The British University in Egypt (BUE)Abstract Augmented reality (AR) is a great opportunity for the retail industry because it provides companies with new ways to communicate with customers, promote their products, and achieve more sales. The purpose of this research is to gain a better understanding of the benefits of including AR as part of retailers’ mix on customers’ behavioural intentions, considering the mediation effect of customer experience and the moderation effect of technology readiness. This research has been conducted among Generation Z in Egypt. Consequently, a conceptual model proposing specific connections between the research's variables has been developed and tested. The empirical part of this research relied on a single cross-sectional data collection design, with a sample of 400 respondents using a structured questionnaire. Structural equation modelling analysis was the main statistical tool for testing the hypotheses. The research findings validate the research conceptual framework, emphasizing that the inclusion of AR in the retail mix plays a crucial role in influencing customer behavioural intention. The overall findings suggest that AR enhances interaction and exerts a significant impact on consumer responses by enriching the perceived informativeness as well as fostering perceived playfulness, guaranteeing engagement, enjoyment, and a sense of fun. Also, the findings show that individuals' readiness and comfort with technology play a significant role in shaping their behavioural intentions when interacting with AR applications. From an academic perspective, this research highlights significant issues and formulates vital conclusions that address the gaps in considering AR as part of the retail mix. Furthermore, from a practical perspective, it provides a significant clue for online retailers who are operating in the Egyptian market for the importance of using AR on customer experience and indicates Generation Z's readiness to use the technology.https://doi.org/10.1186/s43093-025-00431-yAugmented realityRetail mixTechnology readinessCustomer experience |
| spellingShingle | Marwa Mahmoud Ibrahim Rasha Ihab Nasr Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt Future Business Journal Augmented reality Retail mix Technology readiness Customer experience |
| title | Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt |
| title_full | Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt |
| title_fullStr | Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt |
| title_full_unstemmed | Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt |
| title_short | Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt |
| title_sort | adopting augmented reality into retailing mix strategy generation z s perspective in egypt |
| topic | Augmented reality Retail mix Technology readiness Customer experience |
| url | https://doi.org/10.1186/s43093-025-00431-y |
| work_keys_str_mv | AT marwamahmoudibrahim adoptingaugmentedrealityintoretailingmixstrategygenerationzsperspectiveinegypt AT rashaihabnasr adoptingaugmentedrealityintoretailingmixstrategygenerationzsperspectiveinegypt |