RISE OF AUGMENTED REALITY AND THE IMPACT OF VIRTUAL COMMERCE ON CONSUMER BEHAVIOR AND DECISION MAKING

Abstract

With the rise of online shopping & virtual commerce along to traditional physical retail, the world of commerce is changing dramatically. This study investigates how virtual commerce and offline shopping affect consumers' intentions to make purchases and explores how these factors influence customer attitudes and actions in the changing marketplace.

A mixed-method approach is used in the study to test the conceptual model. Initially, ten respondents, five of whom were customers who work with retail companies in Egypt and five of whom were experts were subjected to qualitative interviews and also a quantitative research methodology was then used, and the survey contained 395 useful respondents. Data from a broad consumer sample was gathered through surveys. With the use of SPSS (Statistical Package for the Social Sciences), the survey data was examined.

Results of the study indicate that retail brands in Egypt should give more consideration to combining the use of virtual commerce and physical commerce channels, knowing that they both are not mutually exclusive but rather they are complementary.