Abstract
Augmented Reality (AR) technology adoption has been growing worldwide in recent years. The potential of AR to blend digital information into the physical world has been a challenge for both academia and industry, who attempt to realize and anticipate its impact on users’ perceptions, adoption intention and use. The present paper is an empirical study aimed at making substantial suggestions and investigating an integrative theoretical paradigm which attempts to establish the significance of specific factors which allow using mobile augmented reality apps in shopping malls. The study employs information from the extant literature with a view to extending the Unified Theory on Acceptance and Use of Technology (UTAUT). The results show that performance expectancy, enjoyment and reward are direct determining factors of adopting the specific technology in shopping malls, whereas facilitating conditions, social influence, innovativeness and trust exert an indirect effect on behavioral intention adoption. The research findings have far-reaching theoretical and practical implications for the development, marketing and application of mobile AR apps in the context of the specific contemporary form of shopping.
Highlights
Average variance extracted (AVE) values were greater than the recommended 0.5 cut-off, ranging from 0.525 to 0.706, which implies that all conditions for convergent validity were met
The exceptions are the direct effects of effort expectancy (H2), social influence (H4), facilitating conditions (H6) and innovativeness (H8) on behavioral intention
The rejections of effort expectancy and social influence on behavioral intention are opposed to the principles of the original UTAUT model, this came as no surprise
Summary
Despite the fact that AR has been examined for more than 30 years, only quite recently, via smartphones, which offer powerful platforms to support AR, have such technologies acquired great popularity and become affordable for a large number of mobile users [1,2,3]. It is worth noting that the mobile gaming app ‘Pokemon Go’, based on AR technology, had an impressive appeal to a large number of users [6], and achieved more than one billion downloads worldwide in less than three years [7]; it broadly gave a clear picture of the great variety of AR technology potential.
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