الملخص الإنجليزي
In recent years, Augmented Reality (AR) technology has grown more popular in the
field of e-commerce, opening up novel possibilities for enhancing the online shopping
experience and boosting online purchase intention. Consumers' attitudes and
experiences toward Augmented Reality (AR) in e-commerce are still being explored.
The purpose of this investigation is to analyze how Augmented Reality may affect
consumers' willingness to make online purchases using Augmented Reality
applications. The present study seeks to address this research gap by developing and
validating a conceptual model drawing on Stimulus- Organism- Response Theory
(SOR), spatial presence Theory, and the Push- Pull- Mooring Theory (PPM). Through
an online survey, 466 useful responses from the consumers in Oman were gathered
to test the proposed research model by utilizing PLS-SEM. The results show that
hedonic value and privacy concerns have a significant positive and negative impact
predictor of consumer online purchase intention respectively. However, the Perceived
performance risk on online purchase intention did not show any variations. In
addition, the Finding confirmed the moderating role of Innovativeness except
between perceived informativeness and perceived performance risk. The moderating
impact that was found between perceived herd, trust, and performance risk has a
significant theoretical implication by providing basis for future study on AR
technology and online purchase intention. Additionally, this study is the first in Oman
to examine AR app-influenced online purchase intent. According to the findings, AR
app developers must step up their creative features to attract innovative persons, and
they should provide more detailed product information using high augmentation ways
to encourage them to make online purchases.
