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

Ivan Jajić,Ivan Miloloža,Mario Spremić

doi:10.4018/ijesma.289632

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.

Highlights

A high level of application of ICT and digital technologies enables numerous multiplicative benefits and innovative business models
The findings demonstrate that performance expectations, enjoyment, and reward are direct determinants of adopting a specific technology in shopping malls, whereas enabling conditions, social influence, innovativeness, and trust indirectly affect behavioural intention adoption
Validity Analysis The t values with their loadings are shown in Table 5, provided by the confirmatory factor analysis, where discriminant validity was assessed

Summary

Introduction

A high level of application of ICT and digital technologies enables numerous multiplicative benefits and innovative business models. The impact of a technological breakthrough on the transformation of economic structure, labour market and individual businesses has attracted researchers for decades. Digital Transformation relates to the fourth technological revolution that impacts the companies’ way of doing business to stay competitive. Both internal and external factors are needed to provide and implement digital operations (Tomcic Furjan et al, 2020). The Digital Economy (DE) refers to a recent shift in a series of technological breakthroughs that transformed economic structures and altered the productivity of world economies since the dawn of the first industrial revolution. The term DE is used in everyday communication and is referred to as Industry 4.0 or the fourth industrial revolution, complementing almost all industries’ galloping digital transformation (Pejić et al, 2018)

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