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

Ivan Jajić, Mario Spremić and Ivan Miloloža
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Ivan Jajić: Faculty of Economics and Business, University of Zagreb, Croatia
Mario Spremić: Faculty of Economics and Business, University of Zagreb, Croatia
Ivan Miloloža: Faculty of Dental Medicine and Health, University of Osijek, Croatia

International Journal of E-Services and Mobile Applications (IJESMA), 2022, vol. 14, issue 1, 1-22

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.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:14:y:2022:i:1:p:1-22

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