The Role of Augmented Reality in Improving Customer Experience and Enhancing Purchase Intention in Digital Retail Stores in Saudi Arabia

This study aimed to investigate the impact of augmented reality (AR) on customer experience and purchase intention. The study employed an analytical approach using structural equation modeling (SEM) and administered a questionnaire to 200 participants. The results showed a statistically significant effect of AR dimensions on customer experience, with informational benefit having the highest impact (β = 0.41, p < 0.001), followed by interactivity (β = 0.34, p < 0.001), and then dynamism (β = 0.21, p < 0.001). The results also indicated that customer experience significantly influences purchase intention (β = 0.61, p < 0.001), explaining 57% of its variance (R² = 0.57). Furthermore, the study confirmed an indirect effect of AR on purchase intention through customer experience (β = 0.20, p < 0.001).