The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model

This study aimed to examine the impact of augmented reality (AR) on the purchasing behavior of Saudi customers using analytic-descriptive methods and data from a snowball sample of 812 online buyers. Positive correlations were found between AR factors (hermeneutic, embodiment, and background) and dimensions (quality, fun, and creativity) and the purchase experience. Young women aged 17-26 mainly use AR for buying clothes and accessories, and the majority of the sample shops are available locally through mobile apps. The findings indicate that AR has a significant influence on buying decisions and suggest its potential use in marketing communications. The results also reveal that gender, social status, education level, and monthly income have an impact on participants' responses to AR, with women and those who are married having more favorable views. Clothing and accessories were found to be the most frequently purchased products through AR. There were no significant differences based on age or the number of family members. Participants reported positively about their AR experience, and their concerns and anxiety did not affect their purchasing experience. Based on the main study's results, a number of recommendations can be made: Saudi businesses need to use AR in their marketing communication strategies to meet consumer needs and trends. To maximize the benefits of brand awareness, they should use AR techniques and adopt this technology for products that depend on design in their production. When using AR in general and in light of the theories that have been studied, it is important to think about the cultural traits and dimensions of Saudi consumers and conduct further exploratory research before implementation.