From Novelty to Inclusion: How AR Shapes Gendered Consumer Outcomes and Public Value in Egypt

This study examines how three core attributes of augmented reality (AR)—interactivity, vividness, and novelty—impact consumer purchase intention in the context of Egypt’s growing digital marketplace, while also considering gender as a moderating factor. Drawing on Uses and Gratifications Theory (UGT), the study conceptualizes AR as a technology that simultaneously fulfills utilitarian and hedonic needs, providing consumers with functional support, immersive experiences, and stimulation through innovation. Data were collected from 200 Egyptian online shoppers with prior AR experience, and the hypothesized model was tested using Partial Least Squares Structural Equation Modeling. The findings reveal that all three AR features significantly enhance purchase intention, with novelty emerging as the strongest predictor of this effect. Moreover, gender moderated the effects of interactivity and novelty, with male consumers responding more strongly to these attributes, while vividness influenced both genders equally. Theoretically, the research extends UGT by highlighting how gratifications derived from AR are contingent on demographic characteristics and contextual factors, particularly within an emerging economy. Practically, the study underscores AR’s potential not only as a strategic retail tool but also as a driver of digital inclusion, offering guidance for businesses, policymakers, and nonprofit organizations seeking to design equitable, engaging, and confidence-building AR experiences for diverse consumer groups.