Fitaa, R., Tawfiq, W. (2022). Saudi consumers' perceptions of fashion brands' Applications for augmented reality. International Design Journal, 12(1), 339-351. doi: 10.21608/idj.2022.210357
Raghad Omran Fitaa; Wijdan Adnan Tawfiq. "Saudi consumers' perceptions of fashion brands' Applications for augmented reality". International Design Journal, 12, 1, 2022, 339-351. doi: 10.21608/idj.2022.210357
Fitaa, R., Tawfiq, W. (2022). 'Saudi consumers' perceptions of fashion brands' Applications for augmented reality', International Design Journal, 12(1), pp. 339-351. doi: 10.21608/idj.2022.210357
Fitaa, R., Tawfiq, W. Saudi consumers' perceptions of fashion brands' Applications for augmented reality. International Design Journal, 2022; 12(1): 339-351. doi: 10.21608/idj.2022.210357
Saudi consumers' perceptions of fashion brands' Applications for augmented reality
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.
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