Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan
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 inten...
Saved in:
Main Authors: | , , , |
---|---|
Format: | Article |
Published: |
Routledge
2022
|
Subjects: | |
Online Access: | http://eprints.utm.my/103316/ http://dx.doi.org/10.1080/15332861.2021.1975427 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Universiti Teknologi Malaysia |
id |
my.utm.103316 |
---|---|
record_format |
eprints |
spelling |
my.utm.1033162023-10-31T02:33:05Z http://eprints.utm.my/103316/ Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan Saleem, Muhammad Kamarudin, Suzilawati Shoaib, Haneen Mohammad Nasar, Asim HB615-715 Entrepreneurship. Risk and uncertainty. Property 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. Routledge 2022 Article PeerReviewed Saleem, Muhammad and Kamarudin, Suzilawati and Shoaib, Haneen Mohammad and Nasar, Asim (2022) Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan. Journal of Internet Commerce, 21 (4). pp. 497-525. ISSN 1533-2861 http://dx.doi.org/10.1080/15332861.2021.1975427 DOI: 10.1080/15332861.2021.1975427 |
institution |
Universiti Teknologi Malaysia |
building |
UTM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Malaysia |
content_source |
UTM Institutional Repository |
url_provider |
http://eprints.utm.my/ |
topic |
HB615-715 Entrepreneurship. Risk and uncertainty. Property |
spellingShingle |
HB615-715 Entrepreneurship. Risk and uncertainty. Property Saleem, Muhammad Kamarudin, Suzilawati Shoaib, Haneen Mohammad Nasar, Asim Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan |
description |
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. |
format |
Article |
author |
Saleem, Muhammad Kamarudin, Suzilawati Shoaib, Haneen Mohammad Nasar, Asim |
author_facet |
Saleem, Muhammad Kamarudin, Suzilawati Shoaib, Haneen Mohammad Nasar, Asim |
author_sort |
Saleem, Muhammad |
title |
Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan |
title_short |
Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan |
title_full |
Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan |
title_fullStr |
Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan |
title_full_unstemmed |
Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan |
title_sort |
retail consumers’ behavioral intention to use augmented reality mobile apps in pakistan |
publisher |
Routledge |
publishDate |
2022 |
url |
http://eprints.utm.my/103316/ http://dx.doi.org/10.1080/15332861.2021.1975427 |
_version_ |
1781777678263648256 |