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

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.