The Antecedents and Consequences of Customer Inspiration: The Mediating Role of Perceptual Fluency in the Online Shopping Context


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Authors

  • Tamara Kasamani Department of Business Administration, Beirut Arab University, Beirut, Lebanon.
  • Alaa Abass Department of Business Administration, Beirut Arab University, Beirut, Lebanon.
  • Nehale Mostapha Department of Business Administration, Beirut Arab University, Beirut, Lebanon.

DOI:

https://doi.org/10.32479/irmm.13390

Keywords:

Augmented reality, Customer inspiration, Online shopping, Perceptual fluency, Lebanon, Advocacy intention, Decision comfort

Abstract

Customer inspiration is gaining scholars attention in the marketing literature. Thus, the main objective of this study is to highlight on customer inspiration in the online shopping context, and this could be by examining the role of augmented reality (AR) in promoting customer inspiration. Minimal number of research have studied the effect of two critical dimensions of AR which are environmental embedding and simulated physical control on customer inspiration. Thus, this research will bridge this gap by conducting a quantitative study that empirically validates the effect of these two important variables on customer inspiration. Besides, this will open new insights for the future research to explore other variables and better understand AR. In addition, few studies have validated the theory of processing fluency in the AR context. Hence, this study will close the gap and investigate the role of perceptual fluency as a mediator to the relationship between AR and customer inspiration

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Author Biographies

Tamara Kasamani, Department of Business Administration, Beirut Arab University, Beirut, Lebanon.

Tamara Kasamani is a PhD candidate and Lecturer at the Faculty of Business Administration, Beirut Arab University, Beirut, Lebanon. She obtained her Master’s in Strategic Marketing Management and Bachelor’s in Finance from the Beirut Arab University, Lebanon. Her research interest includes but not limited to strategic marketing, corporate social responsibility, augmented reality in marketing and brand management.

Alaa Abass, Department of Business Administration, Beirut Arab University, Beirut, Lebanon.

Alaa Abass is an Associate Professor and the Head of the Business Administration Department at Beirut Arab University, Beirut, Lebanon. He received his PhD in 2007 and MSc in Business Administration in 1999, both from the Alexandria University. He obtained his BS in Business Administration from the Alexandria University also in 1990. His research interest includes services marketing, strategic management and entrepreneurship

Nehale Mostapha, Department of Business Administration, Beirut Arab University, Beirut, Lebanon.

Nahale Mostapha is a Professor and the Dean Faculty of Business Administration at the Beirut Arab University, Beirut, Lebanon. She is a Professor of Investment and Finance. She was previously the Head of the Business Administration Department at Alexandria University. She was the Assistant Director of the EMBA Program (a program designed by the Georges Washington University under an agreement with the Fulbright Commission).

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Published

2022-09-25

How to Cite

Kasamani, T., Abass, A., & Mostapha, N. (2022). The Antecedents and Consequences of Customer Inspiration: The Mediating Role of Perceptual Fluency in the Online Shopping Context. International Review of Management and Marketing, 12(5), 5–11. https://doi.org/10.32479/irmm.13390

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Articles