The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention

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 qu an titative m ethod is con ducted 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 pu rchasing 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 an alyzed u sing SPSS v.24. Th e 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 im pact on pu rchasing in tention in t he Egyptian furniture industry. Article history