To investigate the impact of Augmented Reality Innovation Attributes that will lead to Consumer Engagement:

الملخص

Purpose: Libya's retail sector is currently undergoing a digital transformation; retailers are now moving towards e-commerce. Businesses struggle to cope with this evolution and integration of digital platforms with traditional strategies as Libyan consumers lack trust in regards to e-commerce (Ashagi 2024). This paper investigates which of Rogers (2003) Innovation Attributes of Augmented Reality (AR) and Virtual Try-Ons (VTOs) can increase the Libyan consumer engagement level from Consuming to Contributing and finally to Creating. The variables are Augmented Reality (AR) Innovation Attributes (IV) lead to consumer engagement (DV) in the Libyan retail market

Methodology: By utilising literature review and then seeing the impact of Rogers’ (2003) Diffusion of Innovation (Independent variable) on Consumer Engagement (Dependent Variable),however, this research measures consumer engagement through a hierarchical behavioural lens: Consuming, Contributing, and Creating (Muntinga et al., 2011). This research proposes a conceptual map. It examines how the five Attributes of Innovation, Relative Advantage, Compatibility, Complexity, Trialability, and Observability, influence the three stages of consumer engagement: Consuming, Contributing, and Creating. A positivist approach was used.

 Findings: Conceptually, the study suggests that while Trialability and Relative Advantage are vital for building consumer trust in Libya, technological Complexity remains the primary hurdle. Value: This work provides a rare look into an "untamed frontier," offering both a theoretical and practical guide for digital integration in the Libyan retail market