الفهرس 
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Abstract
Researchers and entrepreneurs are working to increase customer e-satisfaction as well as revisiting intention, e-trust, e-loyalty, and intimacy by providing customers with unique and exceptional experiences and immersing them in their original context. On the other hand, as marketing and technology become more connected, customers are receiving an increasing variety of benefits. Augmented reality (AR) is one of these technologies that is also blooming in marketing research, which suggests that marketing can largely benefit from such applications. It is also intended to provide customers with a more convenient shopping experience while seeking entertainment. Through quantitative research based on Situated Cognition Theorizing, the researcher is going to investigate the role of Augmented Reality in influencing Online Customer Experiences throughout their online journey by adding it to their experience and determining its impact on Online Customer Satisfaction in the Egyptian online retailing sector.
Consequently, the literature was evaluated, and secondary data on Egypt’s online shopper population was acquired using an online questionnaire. After that, non-probabilistic experimental research was carried out. Over the course of four months, structured questionnaires were delivered to over 400 Egyptian internet shoppers, with only 177 completing the experiment and responding to the survey. The data was further examined using partial least squares structural equation modelling.
Findings revealed that AR has a positive connection with online customer experience (OCE). In addition, online customer experience had a considerable impact on E-Satisfaction (ES). Furthermore, online customer experience mediates Augmented Reality’s effect on E-Satisfaction, which supports the fifth hypothesis in the current research. It also indicates that there is a positive direction for all Augmented Reality and Customer E-satisfaction constructions, with online customer experience as a mediator variable. Findings also revealed that Augmented Reality, Cognitive experiential state, Affective experiential state, and Customer satisfaction all have significant positive linear correlations. The research results also revealed that there is a substantial indirect standardized influence of Augmented Reality on Customer Satisfaction through Cognitive Experiential State and Affective Experiential State as mediator variables.
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