Examining augmented reality adoption by consumers with highlights on gender and educational-level differences

Abstract

Purpose This study aims to explore the factors that could affect consumers’ adoption of augmented reality (AR) and investigate the interaction between gender and educational level on intention to adopt AR in developing countries as demonstrated here by Saudi Arabia. Design/methodology/approach The examined constructs were developed by integrating factors from the unified theory of acceptance and the use of technology (UTAUT2), including performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation and habit. Price value was eliminated and innovativeness was added to the examined constructs. Data were collected from 673 Saudi consumers through an online survey by implementing a convenience sampling. Furthermore, the effect of gender and education level on behavioral intention to adopt AR by consumers was examined. Findings The results of the regression analysis showed that the independent variables statistically significantly predict the consumers’ behavioral intention toward AR adoption with all the examined constructs. The proposed model was able to explain 84% of the variance of behavioral intention. Furthermore, there was a statistically significant interaction between the effects of gender and educational level on intention to adopt AR. Practical implications This study will clarify the relatively low diffusion rate of AR adoption in Saudi Arabia, which will help business owners and marketers to develop the right strategies, especially strategies that are associated to marketing and developing mobile applications by incorporating AR technologies, which will attract the attention of many users. Originality/value This is one of the few studies that has explored the intention to adopt AR by consumers by examining the UTAUT2 constructs in the Middle Eastern cultural contexts, in contrast to previous studies, specifically Saudi Arabia. This study further investigated the interaction between the effects of gender and educational level on intention to adopt AR.

Investigating retailing customers' adoption of augmented reality apps: integrating the unified theory of acceptance and use of technology (UTAUT2) and task-technology fit (TTF)

“…, 2021). Since the UTAUT2 model is a complete technology adoption model that emphasizes consumer-focused theory over organization-focused theory, it should be tested in various settings and with new technologies (Abed, 2021)…”

“…On the other hand, previous research in the context of adoption models reveals that the second model is more comprehensive than the TAM model and considers a larger variety of attributes (e.g. Abed, 2021; Faqih and Jaradat, 2021; Yawised et al. , 2022, 2023).…”

Sensory disclosure in an augmented environment: memory of touch and willingness to buy

“…To be included in the study individuals should have own two main characteristics, namely (1) being residents in the North of Italy, due to the highest digitalization rate this geographical area own when compared to the South (Agenda Digitale, 2019), and (2) owing at least a high school diploma. A recent study shows how the intention to adopt this kind of technology has a statistically significant interaction with the educational level consumers have (Abed, 2021), with technology usage being more likely to occur as the level of education increases. Overall, 20 individuals gave their High adaptation in all fields (e.g., tourism, archaeology, art, retailing, medicine, …) A stand-alone game, requiring interconnection, collaboration and sharing Retailing Makhataeva and Varol (2020) To enhance visual feedback from the information system availability to participate in the study, but two of them were then screened by the sample of analysis not meeting the requirements to be part of this study.…”

Animosity leads to boycott and subsequent reluctance to buy: evidence from Sino Indian disputes

“…Convenient sampling aimed at identifying difficult populations are acceptable for international business-related research (Abed, 2021). This type of technique is applicable when members of the target population meet certain practical criteria such as easy accessibility and availability at a given time (Çavuşoğlu et al , 2020).…”