Behavioural Intention Determinants of Augmented Reality Technology Adoption in Supermarkets/Hypermarkets (CROSBI ID 299549)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Jajić, Ivan ; Spremić, Mario ; Miloloža, Ivan
engleski
Behavioural Intention Determinants of Augmented Reality Technology Adoption in Supermarkets/Hypermarkets
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 behavioral 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.
Adoption ; Augmented Reality ; Hypermarkets ; Intention ; Mobile Commerce ; Retail ; Structural Equation Modelling ; Supermarkets ; UTAUT
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Podaci o izdanju
14 (1)
2022.
1-22
objavljeno
1941-627X
1941-6288
10.4018/IJESMA.289632
Povezanost rada
Ekonomija, Informacijske i komunikacijske znanosti