The impact of augmented reality on behavioural intention and E-WOM Online publication date: Wed, 05-Apr-2023
by Mohammad Hamdi Al Khasawneh; Aya Rabata
International Journal of Electronic Business (IJEB), Vol. 18, No. 2, 2023
Abstract: This research aims to thoroughly examine the impact of augmented reality (AR) on behavioural intention and electronic word of mouth (E-WOM). To achieve this objective, a theoretical model has been developed, which includes five independent variables: perceived usefulness, interactivity, perceived innovation, virtual experience, and enjoyment, which impact the dependent variables: behavioural intention and E-WOM through the mediating variable, which is engagement. In particular, this research had seven hypotheses which were all accepted, and an online survey was conducted which resulted in 374 successful responses in total. Moreover, the current research was analysed using AMOS 22 software to analyse the data and evaluate the results. Consequently, through the analysis conducted, this research shows that all variables had a positive impact on behavioural intention and E-WOM. Thus, this research will present a comprehensive analysis and recommendations as revealed in the theoretical and practical implications.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook