Antecedents and moderators of consumer adoption toward AR‐enhanced virtual try‐on technology: A stimulus‐organism‐response approach

Abstract

AbstractThis study aimed to investigate consumers’ adoption intention toward augmented reality (AR)‐enhanced virtual try‐ons (VTOs) by examining the effects of consumers’ evaluations of technology attributes on their immersive experiences, perceived value, and adoption intention based on the stimulus–organism–response (SOR) framework. To explain variations in consumers’ evaluations and adoption of AR‐enhanced VTOs, two important personality traits that pertain to the use of AR‐enhanced VTOs, sensation‐seeking tendency and technology anxiety, were incorporated into the model as moderators. Data for this study were collected via a self‐administered survey of students enrolled in 13 classes of a southeastern university in the United States. A total of 398 respondents were recruited to participate in this study via a convenience sampling approach. A sample of 352 was retained for data analysis. Structural equation modeling and multigroup comparisons were conducted to test the proposed hypotheses. The finding revealed that the two salient technology attributes of AR‐enhanced VTOs exerted significant positive influences on telepresence, which, in turn, influenced consumers’ perceived values and adoption intention toward AR‐enhanced VTOs. Also, the two personality traits moderated the proposed relationships among technology attributes, perceived values, and adoption intentions. The findings add to empirical support for the relationship proposed in the SOR framework. Further, the results of this study provide insights that can guide companies in improving and marketing VTOs.