IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i6p5448-d1102111.html
   My bibliography  Save this article

The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model

Author

Listed:
  • Norah Saud H. AL Hilal

    (Department of Advertising & Marketing Communication, College of Media & Communication, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 13318, Saudi Arabia)

Abstract

This study aimed to examine the impact of augmented reality (AR) on the purchasing behavior of Saudi customers using analytic–descriptive methods and data from a snowball sample of 812 online buyers. Positive correlations were found between AR factors (hermeneutic, embodiment, and background) and dimensions (quality, fun, and creativity) and the purchase experience. Young women aged 17–26 mainly use AR for buying clothes and accessories, and the majority of the sample shops are available locally through mobile apps. The findings indicate that AR has a significant influence on buying decisions and suggest its potential use in marketing communications. The results also reveal that gender, social status, education level, and monthly income have an impact on participants’ responses to AR, with women and those who are married having more favorable views. Clothing and accessories were found to be the most frequently purchased products through AR. There were no significant differences based on age or the number of family members. Participants reported positively about their AR experience, and their concerns and anxiety did not affect their purchasing experience. Based on the main study’s results, a number of recommendations can be made: Saudi businesses need to use AR in their marketing communication strategies to meet consumer needs and trends. To maximize the benefits of brand awareness, they should use AR techniques and adopt this technology for products that depend on design in their production. When using AR in general and in light of the theories that have been studied, it is important to think about the cultural traits and dimensions of Saudi consumers and conduct further exploratory research before implementation.

Suggested Citation

  • Norah Saud H. AL Hilal, 2023. "The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5448-:d:1102111
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/6/5448/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/6/5448/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Luis Edwin Chimborazo & Marta Frasquet & Alejandro Mollá, 2021. "Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 25-40.
    2. Sung, Eunyoung (Christine), 2021. "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience," Journal of Business Research, Elsevier, vol. 122(C), pages 75-87.
    3. Robert Stefko & Radovan Bacik & Richard Fedorko & Maria Olearova, 2022. "Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 181-223, March.
    4. Rumen Pozharliev & Matteo Angelis & Dario Rossi, 2022. "The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures," Marketing Letters, Springer, vol. 33(1), pages 113-128, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Minglu Wang & Shanshan Liu & Lingling Hu & Jong-Yoon Lee, 2023. "A Study of Metaverse Exhibition Sustainability on the Perspective of the Experience Economy," Sustainability, MDPI, vol. 15(12), pages 1-14, June.
    3. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
    4. Jiang, Yi & Wang, Xueqin & Yuen, Kum Fai, 2021. "Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Shamim, Amjad & Abid, Muhammad Farrukh & Ahmad, Farooq, 2024. "S–O–R based experiential framework for measuring in-store customer satisfaction in non-fuel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Yavuz, Merve & Çorbacıoğlu, Eda & Başoğlu, Ahmet Nuri & Daim, Tugrul Unsal & Shaygan, Amir, 2021. "Augmented reality technology adoption: Case of a mobile application in Turkey," Technology in Society, Elsevier, vol. 66(C).
    7. Minglu Wang & Jong-Yoon Lee & Shanshan Liu & Lingling Hu, 2023. "The Role of Emotional Responses in the VR Exhibition Continued Usage Intention: A Moderated Mediation Model," IJERPH, MDPI, vol. 20(6), pages 1-14, March.
    8. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2021. "Mobile apps for SME business sustainability during COVID-19 and onwards," Journal of Business Research, Elsevier, vol. 135(C), pages 28-39.
    9. Huang, Tseng-Lung & Tsiotsou, Rodoula H. & Liu, Ben S., 2023. "Delineating the role of mood maintenance in augmenting reality (AR) service experiences: An application in tourism," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    10. Paul M. Anglin & Yanmin Gao, 2023. "Value of Communication and Social Media: An Equilibrium Theory of Messaging," The Journal of Real Estate Finance and Economics, Springer, vol. 66(4), pages 861-903, May.
    11. Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    12. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    13. Maja Kiba-Janiak & Katarzyna Cheba & Magdalena Mucowska & Leise Kelli de Oliveira, 2022. "Segmentation of e-customers in terms of sustainable last-mile delivery," Oeconomia Copernicana, Institute of Economic Research, vol. 13(4), pages 1117-1142, December.
    14. Schultz, Carsten D. & Kumar, Harish, 2024. "ARvolution: Decoding consumer motivation and value dimensions in augmented reality," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    15. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).
    16. Shi, Baisheng & Wang, Hao, 2023. "An AI-enabled approach for improving advertising identification and promotion in social networks," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    17. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    19. Ha-Lim Rhee & Kyu-Hye Lee, 2021. "Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality," Sustainability, MDPI, vol. 13(11), pages 1-14, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5448-:d:1102111. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.