Title: Customer inspiration in the augmented reality online shopping context: antecedents and consequences

Authors: Tamara Kasamani; Alaa Abass; Nahale Mostapha

Addresses: Beirut Arab University, Tareeq Jadida, Beirut, Lebanon ' Beirut Arab University, Tareeq Jadida, Beirut, Lebanon ' Beirut Arab University, Tareeq Jadida, Beirut, Lebanon

Abstract: Augmented reality is a new trend in marketing in which it is transforming the shopping and retailing experience and is leading to significant outcomes for both customers and retailers. Thus, the current study examines the role of the augmented reality empowerment features, (e.g., environmental embedding and stimulated physical control) in promoting customer inspiration (inspired-by and inspired-to). In addition, this research also inspects the consequences of customer inspiration for instance, advocacy intention and decision comfort. Based on a sample of 415 responses gathered from Lebanon and analysed using structural equation modelling (SEM) by AMOS 24, the outcomes showed that both environmental embedding and stimulated physical control promote positively inspired-by. In addition, the results also supported the positive impact of inspired-by on inspired-to. Furthermore, the research outcomes revealed that customer inspiration, in particular inspired-to promotes consumers' advocacy and decision comfort towards brands that utilise augmented reality on their shopping websites.

Keywords: customer inspiration; augmented reality; advocacy intention; decision comfort; Lebanon; online shopping.

DOI: 10.1504/MEJM.2023.133140

Middle East Journal of Management, 2023 Vol.10 No.5, pp.551 - 573

Received: 27 Jan 2022
Accepted: 07 Mar 2022
Published online: 01 Sep 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article