Augmented reality shopping application usage: The influence of attitude,value, and characteristics of innovation |
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| Affiliation: | 1. Department of Economics, Chung-Ang University, Seoul, South Korea;2. Department of International Logistics, Chung-Ang University, Seoul, South Korea;3. School of Civil and Environmental Engineering, Nanyang Technological University, Singapore;1. Middlesex University London, UK;2. Brandenburg University of Technology, Cottbus, Germany;3. University of Bayreuth, Germany;1. School of Business, Western Sydney University, NSW 2751, Australia;2. Department of Marketing, Griffith University, Nathan, QLD 4111, Australia;3. School of Marketing, University of New South Wales, Sydney, NSW 2052, Australia;4. School of Business and Tourism, Southern Cross University, Lismore, NSW 2480, Australia;5. Faculty of Business and Economics, University of Auckland, Auckland, New Zealand |
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| Abstract: | Consumers' intentions are crucial to the wide usage of augmented reality shopping applications (ARSAs). Combining innovation diffusion, perceived value, and attitude theories, this study proposes a theoretical model that identifies the antecedents of consumers' innovation to use ARSAs and specifies their interrelationships. A total of 379 consumers were surveyed using questionnaires, and the data were analyzed through confirmatory factor analysis and structural equation modeling. Results show that the effects of the perceived relative advantage, perceived compatibility, and perceived observability on consumers' intentions to use ARSAs are mediated by consumers' attitudes toward ARSAs. In addition, attitudes have an indirect impact on consumers' intentions to use ARSAs through perceived value. Theoretically, this study synthesizes behavioral theories anchored on innovation and marketing to explain consumer's use intention. Managerially, this study provides strategic recommendations for technology companies developing ARSAs and retailers wishing to adopt ARSAs. |
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| Keywords: | Augmented reality shopping Intention to use Innovation diffusion Value |
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