Title: The impact of augmented reality on behavioural intention and E-WOM

Authors: Mohammad Hamdi Al Khasawneh; Aya Rabata

Addresses: E-Marketing and Social Media Department, King Talal School of Business Technology, Khalil Al Saket Street, Amman, Jordan ' Jeel Media Advertising Agency, Amman, Jordan

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.

Keywords: augmented reality; behavioural intention; electronic word of mouth; E-WOM; engagement.

DOI: 10.1504/IJEB.2023.130165

International Journal of Electronic Business, 2023 Vol.18 No.2, pp.194 - 225

Received: 27 Oct 2021
Accepted: 19 Nov 2022

Published online: 05 Apr 2023 *

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