Faculty Of Management Sciences Graduation Project

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Browsing Faculty Of Management Sciences Graduation Project by Subject "absorption, enthusiasm, attention, IKEA"

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    The impact of using the Augmented Reality on the Customer Engagement” (Application on IKEA place App)
    (October University for Modern Sciences and Arts, 2023) Hesham, Aya; Ekramy, Mohamed; Medhat, Hisham
    Purpose: The purpose of this research is to measure the impact of augmented reality on consumer engagement with using an area of application IKEA place AR application. Methodology: Researchers used secondary data for collecting more information on the research topic (Articles, journals, and books) and primary data from the experimental research which involved Two different forms of Questionnaire one for the experimental group (the group that had to use IKEA AR app then solve the questionnaire) the other questionnaire was for the control group (the group that had to solve questionnaire without using APP). The questionnaire purpose was to measure the relationship between variables (Augmented Reality and Consumer engagement) by evaluating the results of the English questionnaire solved by 81 respondents which consisted of 43 males and 38 females. The questionnaire had two different two forms one for the control group and the other version was for the experimental group. IBM’s statistical package for the social sciences (SPSS) was used to compute the data and the analysis was conducted by the researchers. Findings: There was a weak positive significant relationship between augmented reality and customer interaction. However, there was no relationship between augmented reality and each of the dependent variables respectively: Attention, Enthusiasm, Identification and Absorption. Implications: This research recommends the following to IKEA IT developers: to make the application more user friendly, to Make the AR application available for android devices instead of being limited to Apple devices exclusively. IKEA PR department should be active on social media in order to make consumers aware of the new releases and to encourage spreading positive word of mouth.