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Assistant Lecturer

Maram Ehab Ahmed Ahmed Habib

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biography

Lecturer in the MIB department. PhD in Marketing in Universiti Sains Malaysia

Education

2026

Doctorate - Universiti Sains Malaysia - Malaysia

The rapid digital transformation of retail has intensified competition and increased pressure on retailers to enhance the user experience (UX) to stimulate purchase intent. Augmented reality (AR) has emerged as a promising retail technology capable of bridging physical and digital shopping environments; however, prior research has largely adopted a technocentric perspective, focusing on system adoption while offering limited insight into how AR characteristics shape experiential outcomes, particularly in emerging markets. Addressing this gap, this study examines the effects of AR interactivity, vividness, and novelty on purchase intention through the hedonic and utilitarian dimensions of UX, while also assessing the moderating role of perceived ease of use. Grounded in Uses and Gratifications Theory (UGT) and the Stimulus–Organism–Response (S-O-R) framework, the study employs a quantitative survey design and analyzes data collected from consumers of multinational apparel retailers in Egypt using Partial Least Squares Structural Equation Modeling (PLS SEM). The findings reveal that interactivity positively influences utilitarian UX but does not significantly affect hedonic UX, whereas vividness and novelty enhance both hedonic and utilitarian experiences. Both UX dimensions significantly predict purchase intention, confirming UX as a key mechanism linking AR characteristics to consumer decision-making. Mediation analysis shows that vividness and novelty influence purchase intention through both UX dimensions, while interactivity operates solely through utilitarian UX, reflecting a task-oriented consumption pattern. Furthermore, perceived ease of use moderates the effect of novelty on both UX. dimensions, strengthening its impact when AR applications are perceived as user friendly, while no moderating effects are observed for interactivity or vividness. Theoretically, this study extends UGT and the S-O-R framework by conceptualizing AR as an experiential stimulus that delivers both emotional and functional value. In practice, the findings provide actionable guidance for retailers in emerging markets by emphasizing the importance of usability, vividness, and functional design in AR applications to enhance consumer engagement and purchase intent.

2020

Master - College of Management and Technology - Egypt

Masters degree in Business adminstration

2017

Bachelor - College of Management and Technology - Egypt

Bachelor degree in business administration

experience

work experience

2017 - 2026

Teaching Assistant at Arab Academy for Science, Technology and Maritime Transport, Miami, Alexandria (full-time)

Alexandria Campus

2026 - 2026

Professor at Arab Academy for Science, Technology and Maritime Transport, Miami, Alexandria (full-time)

Alexandria Campus

2019 - Till Now

Teaching Assistant

MIB

academic experience

2017 - Till Now

Teaching Assistant

teaching conetent to students

Arab Academy for Science, Technology and Maritime Transport

research

Fields of Interest

Business, Management and Accounting

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Teaching Courses

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MKT421E - Marketing and the Society

2024 Fall Semester View All Content

EA311 - Human Resources Management

2024 Fall Semester View All Content

EA121 - Principles of Management (2)

2024 Spring Semester View All Content

MKT314E - Integrated Marketing Communication

2024 Spring Semester View All Content

projects

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Branch : AASTMT Miami Branch, Alexandria, Egypt

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Location : Miami AAST A228

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