Augmented reality in retail: unravelling the nexus of customer engagement and purchase intentions
Mariam Mahmoud Kleilat, Sam El Nemar, Wael Bakhit, Demetris Vrontis, Emmanouela Kokkinopoulou, Karim S. Rebeiz · Competitiveness Review An International Business Journal incorporating Journal of Global Competitiveness · 2025
Purpose This study aims to explore the influence of augmented reality (AR) features (interactivity, vividness and novelty) on customer engagement and purchase intention within the Lebanese retail industry. Design/methodology/approach Using a quantitative approach incorporating a survey of 222 respondents, this research investigates the AR variables of interactivity, vividness and novelty, as well as perceived ease of use and perceived usefulness, in shaping customer engagement and purchase intention. SPSS was used for the quantitative analysis to examine the validity and the suitability of the tests and to investigate the hypothesized relationships in the conceptual model. Findings The findings of this research support that AR features – interactivity, vividness and novelty – have a positive impact on the perceived ease of use and perceived usefulness, which, in turn, positively affect customer engagement and subsequent purchase intention in the Lebanese context. Originality/value The insights gleaned from this research provide a comprehensive understanding of how AR technology can be leveraged to boost customer engagement and stimulate purchase intentions in the Lebanese context. As AR continues to revolutionize retail experiences, this study sheds light on its potential to enhance consumer interactions, create immersive shopping environments and offer businesses innovative tools to increase sales and customer satisfaction. Beyond reaffirming TAM-based relationships, this research also offers context-specific recommendations to guide retailers and policymakers in emerging markets.