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The Impact of Interactivity and Telepresence on Purchasing Intentions in the Egyptian Furniture Industry

المصدر: المجلة العلمية للدراسات التجارية والبيئية
الناشر: جامعة قناة السويس - كلية التجارة بالاسماعيلية
المؤلف الرئيسي: Khalifa, Tamer Sayed Kamel (Author)
مؤلفين آخرين: Al-Kabany, Ola Tarek Galal (Co-Author), Enaba, Hala M.L. (Co-Author)
المجلد/العدد: مج13, ع1
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2022
الشهر: يناير
الصفحات: 422 - 445
ISSN: 2090-3782
رقم MD: 1277859
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
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المستخلص: This study focuses on the phenomenon of augmented reality and its use in the media and advertising. The purpose of this research is to provide a theoretical foundation for augmented reality technology, its place in the context of media studies, and information on its practical application in advertising. The first part contains the definitions of augmented reality and related terms, such as virtual reality, augmented display technology, specialised software, and portable or mobile computers. For this purpose, the researchers focus on how the media characteristics of augmented reality, telepresence, and interactivity impact the emotional and cognitive dimensions of the consumer’s experience during search and evaluation. An empirical study combining an observational experiment and an interview was conducted, examining augmented reality applications like the Houzz Catalog app. Results indicate that telepresence and interactivity do positively influence both the emotional and cognitive dimensions of the experience. The results will also serve as the basis for the summary of characteristic procedures and trends in the field of advertising campaigns.

ISSN: 2090-3782