This study aims to examine the impact of customers' perceived value of the augmented reality smartphone application “IKEA Place” on behavioral intentions. According to the Cognitive-Affective-Conative model, this research postulates that customer perceived values drive behavioral intentions directly and indirectly through brand love and psychological inspiration. Data from a convenience sample of 385 IKEA customers in Egypt were collected and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results support all direct and indirect hypothesized relationships among the variables, except for the relationship between social value and continuous purchase intention. In addition to rejecting psychological inspiration as a mediating variable in the relationship between hedonic values and intention to reuse the application.
El-Saadany, N. A. (2023). Customers' Perceived Value of Augmented Reality Applications and Its Impact on Behavioral Intentions. Journal of Alexandria University for Administrative Sciences, 60(4), 1-68. doi: 10.21608/acj.2023.311367
MLA
Nermeen Ahmed El-Saadany. "Customers' Perceived Value of Augmented Reality Applications and Its Impact on Behavioral Intentions", Journal of Alexandria University for Administrative Sciences, 60, 4, 2023, 1-68. doi: 10.21608/acj.2023.311367
HARVARD
El-Saadany, N. A. (2023). 'Customers' Perceived Value of Augmented Reality Applications and Its Impact on Behavioral Intentions', Journal of Alexandria University for Administrative Sciences, 60(4), pp. 1-68. doi: 10.21608/acj.2023.311367
VANCOUVER
El-Saadany, N. A. Customers' Perceived Value of Augmented Reality Applications and Its Impact on Behavioral Intentions. Journal of Alexandria University for Administrative Sciences, 2023; 60(4): 1-68. doi: 10.21608/acj.2023.311367
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