Behavioural Intention Determinants of Augmented Reality Technology Adoption in Supermarkets/Hypermarkets

Mario Spremić, Ivan Miloloža, Ivan Jajić

OAI: oai:igi-global.com:289632 • DOI: 10.4018/IJESMA.289632

In this paper, the adoption of Augmented Reality, as one of the emerging and intriguing digital technologies, has been investigated. This research uses the extended Unified Theory on Acceptance and Use of Technology framework to analyze these factors. The student population respondents' data about Augmented Reality adoption was collected. The student population has been chosen due to the highest probability of accepting new technologies. The research results show a positive and significant performance expectancy and enjoyment, while effort expectancy showed a negative and significant impact on the behavioural intention dependent variable. These research results can be used for the potential development of Augmented Reality apps in the retail industry and the academic implications of the connections between variables in the UTAUT framework.

Electronic Services & Service Science Business and Management Electronic Services