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

Autori
Jajić, Ivan ; Spremić, Mario ; Miloloža, Ivan

Izvornik
International journal of e-services & mobile applications (1941-627X) 14 (2022), 1; 1-22

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Adoption ; Augmented Reality ; Hypermarkets ; Intention ; Mobile Commerce ; Retail ; Structural Equation Modelling ; Supermarkets ; UTAUT

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA