Retail Consumers’ Behavioral Intention to Use Augmented Reality Mobile Apps in Pakistan

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-09-11 DOI:10.1080/15332861.2021.1975427

Muhammad Saleem, Suzilawati Kamarudin, H. Shoaib, A. Nasar

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引用次数: 18

Abstract

Abstract Augmented reality is an emerging and promising technology to expand consumer shopping experiences in the retail sector. How augmented reality apps can impact consumer perceptions is still in debate. This study investigates the influence of augmented reality mobile apps on consumers’ behavioral intention to use this technology, using the technology acceptance model. Data were collected from 363 undergraduate and graduate university students in Pakistan. The partial least squares structural equation modeling was applied to check the path relationships. Study participants' experience and perception were measured through the direct and indirect effects of the augmented reality-based mobile app. The study findings indicated that augmented reality app directly influences perceived usefulness, perceived ease of use, perceived enjoyment, and indirect influence on attitude toward use and behavioral intention to use. Thus, there is no sequential mediation effect of perceived ease of use and attitude toward use between augmented reality app and behavior intention to use. This study is the first to contribute theory toward understanding retail customer perceptions about augmented reality app and their behavioral intention to use it in Pakistan.

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巴基斯坦零售消费者使用增强现实移动应用程序的行为意向

摘要增强现实是一种新兴的、有前途的技术，可以在零售业扩大消费者的购物体验。增强现实应用程序如何影响消费者的认知仍在争论中。本研究采用技术接受模型，调查了增强现实手机应用程序对消费者使用该技术的行为意向的影响。数据来自巴基斯坦363名本科生和研究生。采用偏最小二乘结构方程模型对路径关系进行了检验。研究参与者的体验和感知是通过基于增强现实的移动应用程序的直接和间接影响来衡量的。研究结果表明，增强现实应用程序直接影响感知有用性、感知易用性、感知享受，并间接影响使用态度和使用行为意图。因此，在增强现实应用程序和使用行为意向之间，感知的易用性和使用态度没有顺序中介效应。这项研究首次为理解零售客户对增强现实应用程序的看法以及他们在巴基斯坦使用该应用程序的行为意图提供了理论依据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.