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

Abstract

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.

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…The majority of the public expressed positive emotions, including anticipation, trust and joy, when referring to AR and virtual reality [140]. Joy has been identified as an essential element in accepting new AR technologies [141]. AR's emotional impacts extend beyond educational realms, as it also relates to privacy concerns and continued intention to use AR-based systems, where joy positively correlates with privacy concerns and continued intention to use [142].…”

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…The majority of the public expressed positive emotions, including anticipation, trust and joy, when referring to AR and virtual reality [140]. Joy has been identified as an essential element in accepting new AR technologies [141]. AR's emotional impacts extend beyond educational realms, as it also relates to privacy concerns and continued intention to use AR-based systems, where joy positively correlates with privacy concerns and continued intention to use [142].…”

Adoção tecnológica no setor empresarial: origem, evolução e tendências de pesquisa

“…Based on the previously mentioned, it is necessary to emphasize that the adoption of it could lead companies to develop a competitive advantage, generating loyalty, brand awareness, brand knowledge, and perceived value in the consumer (Varelas et al, 2021), as long as the basic concept is considered that perceived usefulness is a determining factor for technology usability (Bianchi et al, 2022), meaning that the adoption of new it must be appealing to the end user, their motivation, and the benefits it generates for them ( Jajić et al, 2022).…”

Intentions to adopt the blockchain: investigation of the retail supply chain

“…According to the findings, attitudes towards the IoT are significantly influenced by performance expectations, facilitating conditions, enjoyment, trust, technical autonomy and danger. Jajić et al. (2022) investigated the adoption of augmented reality growing and exciting digital technology.…”

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…The majority of the public expressed positive emotions, including anticipation, trust and joy, when referring to AR and virtual reality [140]. Joy has been identified as an essential element in accepting new AR technologies [141]. AR's emotional impacts extend beyond educational realms, as it also relates to privacy concerns and continued intention to use AR-based systems, where joy positively correlates with privacy concerns and continued intention to use [142].…”

Adoção tecnológica no setor empresarial: origem, evolução e tendências de pesquisa

“…Based on the previously mentioned, it is necessary to emphasize that the adoption of it could lead companies to develop a competitive advantage, generating loyalty, brand awareness, brand knowledge, and perceived value in the consumer (Varelas et al, 2021), as long as the basic concept is considered that perceived usefulness is a determining factor for technology usability (Bianchi et al, 2022), meaning that the adoption of new it must be appealing to the end user, their motivation, and the benefits it generates for them ( Jajić et al, 2022).…”

Intentions to adopt the blockchain: investigation of the retail supply chain

“…According to the findings, attitudes towards the IoT are significantly influenced by performance expectations, facilitating conditions, enjoyment, trust, technical autonomy and danger. Jajić et al. (2022) investigated the adoption of augmented reality growing and exciting digital technology.…”

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…The majority of the public expressed positive emotions, including anticipation, trust and joy, when referring to AR and virtual reality [140]. Joy has been identified as an essential element in accepting new AR technologies [141]. AR's emotional impacts extend beyond educational realms, as it also relates to privacy concerns and continued intention to use AR-based systems, where joy positively correlates with privacy concerns and continued intention to use [142].…”

Adoção tecnológica no setor empresarial: origem, evolução e tendências de pesquisa

“…Based on the previously mentioned, it is necessary to emphasize that the adoption of it could lead companies to develop a competitive advantage, generating loyalty, brand awareness, brand knowledge, and perceived value in the consumer (Varelas et al, 2021), as long as the basic concept is considered that perceived usefulness is a determining factor for technology usability (Bianchi et al, 2022), meaning that the adoption of new it must be appealing to the end user, their motivation, and the benefits it generates for them ( Jajić et al, 2022).…”

Intentions to adopt the blockchain: investigation of the retail supply chain

“…According to the findings, attitudes towards the IoT are significantly influenced by performance expectations, facilitating conditions, enjoyment, trust, technical autonomy and danger. Jajić et al. (2022) investigated the adoption of augmented reality growing and exciting digital technology.…”