Technology Adoption Research Articles

Technology adoption, competitiveness and new market access among SMEs in Ghana: What are the limiting factors?

A total of 300 SMEs including beneficiaries and non-beneficiaries of the Presidential Business Development Support initiative were surveyed in Ghana using structured interview questionnaires. The survey objectives were to (i) investigate the extent of adoption of emerging technologies including the Internet of Things (IoTs), Artificial Intelligence (AI), e-Commerce, Mobile Banking and Social Media among SMEs in Ghana; (ii) identify the main barriers to adoption of emerging technologies; and (iii) explore any association between the level of technology adoption by SMEs and access to new markets. Close to 60% of the beneficiary SMEs had adopted less sophisticated technologies such as social media, mobile banking and e-commerce as compared to 50% adoption among non-beneficiaries. Overall, less than 5% of the SMEs surveyed were using sophisticated technologies such AI and IoTs. This study adopted the Technological-Organizational-Environmental (TOE) framework to identify barriers to technology adoption. The top five barriers to technology adoption by the SMEs identified from this study are: (i) lack of finance, (ii) insufficient government support, (iii) lack of absorptive capability, (iv) insufficient demand and (v) poor technology enabling infrastructure. The beneficiary SMEs had better access to sub-regional (West Africa), regional (Africa) and international markets than the non-beneficiaries. Logit regression results showed that the most significant factors positively influencing technology adoption are Education, Marketing Skills, Human Resource Skills, Gender, Market Opportunities and Financial Improvement. There was a positive but weak correlation between technology adoption and access to new market opportunities.

Evaluating AIS implementation to improve accounting information quality: the prospect in Jordanian family SMEs in the post-Covid-19 age

PurposeAs organisations rely more on systems to protect their accounting data, it is critical to investigate whether cutting-edge “Accounting Information Systems (AIS)” technologies increase “Accounting Information Quality (AIQ)” in post-Covid-19 era.Design/methodology/approachThe current study examined how Covid-19 modified the expected links between AIS implementation and AIQ factors. To make the “structural model”, a “web-based survey” was used. A “Multi-group Analysis” (MGA) with “AMOS.26” was employed to test the regulating effect. To look at their regression values, the 412 participants from “Family Small- and Medium-sized Enterprises FSMEs” in Jordan who took part in the MGA were split into two groups: those who had a high experience of Covid-19 impact (N = 143) and those who had a low experience of Covid-19 impact (N = 269). The study of 412 completed surveys shows that MGA uses a modified t-test to determine the significant difference between regression coefficients.FindingsThe results of the moderation effect confirm that Covid-19 has a substantial effect on AIS adoption and AIQ. All hypotheses about how AIS implementation affects AIQ in post-Covid-19 era were approved. The study finds that adopting AIS is critical for enterprises to maintain successful operations and efficiency.Practical implicationsThis model may assist businesses in comprehending the relationship between AIS and AIQ, how it affects it in the current technological adoption phase under extremely unpredictable economic conditions and what characteristics support its widespread usage. This research offered the theoretical underpinning for examining AIS’s ability to improve AIQ among Jordanian family firms. The results can also be applied to other Middle Eastern countries and AIQ, how it affects this relationship during this period of technological adoption under extraordinarily unpredictable economic conditions and what factors support its widespread use. Practitioners and scholars must recognise how AIS can develop organisational values and impacts as the AIS environment grows. This study recommends a holistic AIS-implementation methodology and evaluates organisational implications to address this empirical challenge.Originality/valueThis study investigates whether adopting AIS results in significantly higher AIQ in the post-Covid-19 era. To the best of the author’s knowledge, there have been a few attempts to investigate how AIS influences data quality. Still, there is little evidence of how this relationship has evolved in the aftermath of the Covid-19 tragedy. As a result, much work remains to be done, particularly in analytical decision-making culture, which is critical to the development of the growing economies of the Middle East and Jordan. To address this knowledge gap, the Covid-19 and AIQ criteria were incorporated into the model utilised in this study. This research adds to existing knowledge and may be valuable in areas with low AIS framework frequency.

Meta-Analysis on Farmers’ Adoption of Agricultural Technologies in East Africa: Evidence from Chinese Agricultural Technology Demonstration Centers

Farmers’ low agricultural productivity in East African countries is attributed to among other factors, the low application of modern agricultural technologies. Using meta-analysis this study intended to examine the determinants of adoption of agricultural technologies in East African countries recipients of Chinese Agricultural Technology Demonstration Centers (ATDCs). A comprehensive review employed to gather 22 studies addressing the determinants of adoption of agricultural technologies such as improved varieties, agricultural mechanization, soil conservation, and animal breeding from Ethiopia, Tanzania, Uganda, and Rwanda. The collected data were analyzed using STATA 17 software. The study used a random-effect model to estimate the determinants of agricultural technologies adoption. The findings demonstrated that access to credit, age, education, farming experience, farmer group membership, household size, and off-farm income have a significant influence on farmers ‘adoption of improved varieties. Age, farm size, and education have a significant influence on the adoption of agricultural mechanization. Soil conservation practices are influenced by age, household size, and sex. Moreover, age, education, extension services, and farming experience have a significant impact on the adoption of animal breeding. It is recommended that East African governments, policymakers, and agricultural practitioners to focus on these common variables when planning for the intervention of new agricultural technologies.

Technological adoption in building surveying: exploring the impacting factors and strategies for enhancing utilisation

PurposeEmbracing digitisation within the building surveying profession will enhance its practices and, of course, improve productivity. However, the level of digitisation within the building surveying profession is very low. Thus, this study aims to identify factors impacting technology adoption within the building surveying professions and provide practical ways of improving the adoption of technology.Design/methodology/approachThis study employed a convergent mixed-methods approach to identify digital technologies applicable to building surveying professions. The study also investigates factors influencing technological adoptions and provides ways of improving their adoption. The data collected were analysed using thematic analysis and ordinary least squares regression.FindingsThe study found that business communication platforms and smartphone applications are frequently used, while digital survey equipment and in-house developed applications are less commonly utilised by building surveyors. The influencing factors identified are economy, technical knowledge, culture, efficiency and regulatory factors. The study recommends increased education and training for building surveyors, promotional opportunities from manufacturers and government intervention in the form of subsidies or tax breaks to promote further digitisation within the building surveying profession.Originality/valueThis study provides valuable insight into strategies for the digitalisation of the building surveying profession. Application of the findings would promote further utilisation of digital technologies.

Printing Technology in Rural Society: Rethinking the Rise of Print Culture Through Chinese Genealogies, 1450–1644

This article re-examines the rise of print culture in early modern China by exploring the adoption of printing technology for publishing family genealogies. While genealogies had primarily been produced as manuscripts for centuries, in the mid-to-late Ming, elites in Southern China’s Huizhou prefecture began advocating for printed versions. This transition mirrored broader trends in Ming print culture, where printing technology was increasingly applied beyond traditional texts to a wide range of genres. Unlike scholars who have examined this shift from script to print as a precondition for other developments, I explore the process by which the print medium itself became desirable. By investigating the distinctive use of print in creating genealogies, this study underscores the diverse developmental paths of print culture in early modern China, illustrating the key role genealogies played in reshaping social relations within local communities.

Geoscience spillover: Gunnar Böðvarsson and the adoption of petroleum technologies in Iceland’s geothermal industry, 1940s–1970s

ABSTRACT During the twentieth century, Iceland became a leader in geothermal energy use, with hot water and steam providing for the heating of 9 out of 10 houses and almost one-third of the electricity supply. A crucial factor in the expansion of geothermal energy between the 1940s and 1970s were indirect ‘spillovers’ from the oil industry via the applied geosciences. While fundamentally different in end use, geothermal and hydrocarbon industries employ similar geoscientific methods for exploring and extracting fluids and gases. This article traces the spillovers from oil to geothermal by examining Iceland’s Geothermal Division and its founding director, Gunnar Böðvarsson. He saw the oil industry as a model and embraced its geoscientific exploration methods, oilwell rotary drilling and petroleum reservoir engineering. Adapted to the requirements of geothermal energy, petroleum technologies greatly improved the knowledge of geothermal reservoirs and the efficiency of well drilling and hot water and steam extraction. The geoscience spillover between oil and geothermal reveals an understudied dimension of geothermal history and the crucial role of the geosciences at the intersection of academia and energy industries, which also resulted in reverse spillovers from geothermal to oil and complicates the common dichotomization of fossil fuels vs. renewable alternatives.

The adaptation of a single institution diabetes care platform into a nationally available turnkey solution.

Digital decision support and remote patient monitoring may improve outcomes and efficiency, but rarely scale beyond a single institution. Over the last 5 years, the platform Timely Interventions for Diabetes Excellence (TIDE) has been associated with reduced care provider screen time and improved, equitable type 1 diabetes care and outcomes for 268 patients in a heterogeneous population as part of the Teamwork, Targets, Technology, and Tight Control (4T) Study (NCT03968055, NCT04336969). Previous efforts to deploy TIDE at other institutions continue to face delays. In partnership with the diabetes technology non-profit, Tidepool, we developed Tidepool-TIDE, a clinic-agnostic, turnkey solution available to any clinic in the United States. We present how we overcame common technical and operational barriers specific to scaling digital health technology from one site to many. The concepts described are broadly applicable for institutions interested in facilitating broader adoption of digital technology for population-level management of chronic health conditions.

Framework for adoption of generative AI for information search of retail products and services

PurposeGenerative artificial intelligence (GAI) can disrupt how consumers search for information on retail products/services online by reducing information overload. However, the risk associated with GAI is high, and its widespread adoption for product/service information search purposes is uncertain. This study examined psychological drivers that impact consumer adoption of GAI platforms for retail information search.Design/methodology/approachWe conducted 31 in-depth, semi-structured interviews with the lead GAI users regarding product/service information search. The data were analysed using a grounded theory paradigm and thematic analysis.FindingsResults show that consumers experience uncertainty about GAI’s functioning. Their trust in GAI impacts the adoption and usage of this technology for information search. GAI provides unique settings to investigate potential additional factors, leveraging UTAUT as a theoretical basis. This study identified three overarching themes – technology characteristics, technology readiness and information characteristics – as possible drivers of adoption.Originality/valueConsumers seek exhaustive and reliable information for purchase decisions. Due to the abundance of online information, they experience information overload. GAI platforms reduce information overload by providing synthesized and customized product/service search results. However, its reliability, trustworthiness and accuracy have been questioned. The functioning of GAI is opaque; the popular technology adoption model such as UTAUT is general and is unlikely to explain in totality the adoption and usage of GAI. Hence, this research provides the adoption drivers for this unique technology context. It identifies the determinants/antecedents of relevant UTAUT variables and develops an integrated conceptual model explaining GAI adoption for retail information search.

Profiling the readiness and barriers toward digital technology adoption among the SMEs

Profiling the readiness and barriers toward digital technology adoption among the SMEs

Assessing the Determinants of Generative AI Integration: A Study on Google's Gemini Adoption Among Thai University Graduate Students

The advent of Generative Artificial Intelligence (Gen AI) in educational tools like Google's Gemini represents a significant evolution. These technologies aim to revolutionize learning by creating human-like content in various formats, enhancing personalized and engaging educational experiences. This research investigates the factors influencing Thai graduate students' adoption of Google's Gemini, employing a quantitative approach with data from 826 respondents via closed-ended questionnaires through convenience sampling. The analysis included demographic, socio-economic, and media platform preference variables. Using binary logistic regression, the study evaluated how these factors affect graduate students' intentions to use Google’s Gemini in Thailand. Key determinants identified include age, education level, occupational status, and preferences for social media platforms like Facebook and YouTube. The study provides insights into the factors influencing Thai graduate students' use of Google's Gemini, useful for stakeholders in digital literacy and technology adoption. It stresses the importance of tailoring digital environments to learners' diverse needs, influenced by demographics and social media, and offers strategies for enhancing digital literacy and engagement. The research also sets the stage for further academic inquiry into educational technology, advocating for an interdisciplinary approach to better understand technology's educational impact.

Examining Gender Disparities in Traditional Retailers' Intentions to Embrace Digital Technology in Saudi Arabia

This study aims to examine the factors influencing digital technology adoption among retail businesses in Saudi Arabia, with a focus on understanding gender-specific differences. Employing a cross-sectional design, data were collected from 291 owners and managers using an online survey. A convenience sampling technique was utilized to gather responses. The study investigated four primary constructs: intention to use digital technology, attitude toward digital technology, perceived ease of use, and perceived usefulness. Data analysis was conducted using structural equation modeling with SmartPLS software version 4. The findings reveal significant relationships among the constructs. Perceived ease of use was found to significantly influence perceived usefulness, which in turn positively affected both attitudes toward digital technology and intentions to use it. The study also highlighted that perceived usefulness has a substantial impact on intention to use digital technology, with attitudes toward technology playing a critical mediating role. Notably, gender-specific differences were observed in the impact of perceived ease of use on attitudes toward digital technology, which was significant for males but not for females. Tailored marketing and training strategies that address these differences are essential for enhancing digital technology adoption in the retail sector. These insights contribute to a deeper understanding of technology adoption behaviors and offer practical implications for improving technology integration. Received: 10 September 2024 / Accepted: 27 October 2024 / Published: 05 November 2024

Coordinación, cooperación y colaboración interorganizacional para la transformación digital empresarial

The ability of an entrepreneur to create is limited by the lack of resources. Among the dominant resources in emerging countries, the creation and adoption of new technologies stands out. It is understood that the power to compete and lead in the markets resides in the rarity and distinction in the selection of resources. Many companies choose to increase the complexity of their products and promote the sophistication of services, however; They neglect to strengthen the business model by diversifying their values with the support of external agents. The research objective of this article is to understand the disposition of enterprises to collaborate, cooperate, and coordinate with external agents in order to adopt technology programs and digital competencies. The methodology is based on closed questionaries for twenty-one managers. The results indicate that there is a greater willingness to collaborate and cooperate than to coordinate, which translates into a greater openness of businesses to work together in an operational rather than strategic context. In depth, the interest in collaboration for the development of digital competencies and cooperation in the transfer of personnel focused on technology exceeds, in comparison, the interest in jointly planning investments in digital transformation programs or making joint hires of information technology specialists. Additionally, companies have high expectations for collaborative work in generating new digital platforms and launching new products, but they lack initiative in creating patents, licenses, or new ventures. Realidad Empresarial No. 18, 2024: 65-75.

Indirect Value of Public Infrastructure Technology

Although prior research has primarily focused on the direct value of information technology (IT) and IT adoption by individuals and firms, this study explores the indirect value of IT in the form of public infrastructure technology. By exploiting a spatial discontinuity in water monitoring stations, we discover that firms located immediately upstream of water monitoring stations exhibit significantly lower levels of corruption than firms located immediately downstream. These findings are particularly noteworthy given that water monitoring stations have the potential to generate significant indirect value as they are not explicitly designed to mitigate corruption. Further analyses reveal that public infrastructure technology alone does not hold the key to mitigating corporate corruption. Instead, it is the synergistic interplay between public infrastructure technology and organizational change that drives the outcome. These findings contribute to a deeper understanding of the broader IT value landscape, emphasizing the indirect value of technological advancements in public infrastructure that were not originally intended for such benefit. Additionally, our findings highlight the benefits of leveraging existing infrastructure technology to address emerging societal needs. This paper was accepted by D. J. Wu, information systems. Funding: J. Liu acknowledges financial support from the National Natural Science Foundation of China [Grant 72402127], Shanghai Pujiang Program [Grant 23PJC059] and the Chenguang Program of Shanghai Education Development Foundation and Shanghai Municipal Education Commission [Grant 23CGA10]. S. Pei acknowledges financial support from the National Natural Science Foundation of China [Grant 72302139]. X. (M.) Zhang acknowledges financial support from the Hong Kong Research Grants Council [Grants GRF 14500521, GRF 14501320, GRF 165052947, and TRS:T31-604/18-N]. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2021.01145 .

Technologies in Urban Planning: Systematic Review on Unauthorized Building Modifications Monitoring

This systematic literature review (SLR) explores the application of geospatial technologies, particularly Geographic Information Systems (GIS), in unauthorized building modifications in urban areas. Unauthorized building modifications pose significant challenges to urban planning, including unregulated growth, safety hazards, and non-compliance with zoning laws. This review aims to synthesize current research, identify effective GIS strategies, and highlight challenges and opportunities in integrating geospatial technologies for regulatory compliance and urban management. Findings suggest that while GIS offers advanced tools for precise monitoring and data analysis, there are notable hurdles concerning technological readiness, organizational adoption, and legislative frameworks

Don’t count your chickens before they hatch: Conceptualizing and exploring deviations from polls during public health app releases

Policymakers often rely on pre-release polls to design and deploy public health apps. However, these apps often fail to realize their full potential because the actual size of the user population is significantly lower than expected, and the characteristics of those who use the app differ from those previously inclined to install it. This study aims to understand the success of public health apps by examining shifts between expected and actual user populations during app releases. Rooted in the context of public health apps, we identify factors that potentially intervene in the time between an initial poll of intentions and actual behavior. We delineate two deviations between stated installation intentions in polls and actual installations at an individual level, which have been commingled in literature thus far: inclined nonusers (Type I deviation) and disinclined users (Type II deviation). By introducing this distinction, we hypothesize that app releases can suffer from (1) a volume shift, which results in overly optimistic expectations of user numbers, and (2) a profile shift, which results in biased expectations of user profiles. Using data from a multi-wave survey, we find evidence for the postulated deviations. Our findings also unveil how contextualized factors from the health belief model can explain the occurrence and extent of these deviations. The findings contribute to information systems research that aims to predict technology adoption based on behavioral intentions. The results also offer actionable guidance for policymakers who rely on stated intentions in polls to tackle public health issues.

Cross-sectional analysis of the association between information and communication technology and mental health among Korean workers.

The adoption of information and communication technology (ICT) has been the fastest and most widespread in the South Korean workplace. While ICT has several advantages, it can also cause stress among workers. However, the relationship between the introduction of ICT in the workplace and mental health problems among Korean workers remains unclear. We conducted a cross-sectional analysis of data obtained from the sixth Korean Working Conditions Survey (KWCS). In total, 40,019 participants answered a question about whether ICT had been introduced in their workplace. Among these, we compared the rate of complaints of mental health disorders between those who answered "yes" (n = 3,250) and those who answered "no" (n = 36,769). We analyzed the data using the SAS statistical software and calculated the odds ratios (ORs) and 95% confidence intervals (95% CIs) for anxiety, insomnia, and depression using multiple logistic regression models. We also stratified the data on Korean workers to assess the impact of ICT on subgroups. In our nationally representative cohort, on experiencing ICT incorporation at work, 384 participants (11.8%) reported anxiety, 138 (4.2%) reported insomnia, and 296 (9.1%) reported depression. In contrast, among participants who did not have access to ICT, 1,929 (5.2%) reported anxiety, 702 (1.9%) reported insomnia, and 4,404 (12.0%) reported depression. The ORs (95% CIs) for anxiety and insomnia complaint rates were 2.47 (2.19-2.79) and 2.55 (2.10-3.10), respectively, among workers who experienced new ICT adaptations in comparison with those who did not. However, no significant relationship was observed between ICT adoption and depression. The causes of mental health problems in the workplace should be identified and addressed. We found that the introduction of ICT in the workplace was significantly related to anxiety and insomnia symptoms among Korean workers, after controlling for the selected covariates. This information can be used to identify subgroups in the workplace that are vulnerable to ICT changes and tailor interventions to their social and demographic profiles.

The process supporting the emergence of the environmental innovation capabilities within small businesses: An empirical investigation

AbstractFor several years, companies have made strategic changes to align with sustainable development principles by developing eco‐innovations. While research consistently highlights the positive impact of eco‐innovations on organisational performance, the factors driving these initiatives—particularly within small and medium‐sized enterprises (SMEs)—remain less clear. This inconsistency is due to the heterogeneity of SMEs and their high sensitivity to external contexts. To address this issue, our study delves into the role of competencies, technological factors and networking in shaping the environmental innovation capabilities of a homogeneous SME population in terms of sector, age, size, legal status, geographical location and orientation towards innovation. Using the partial least squares approach, we find that competencies and technological factors are the key drivers of eco‐innovation, while networking shows no significant effect. These findings contribute to the existing literature by underlining the fundamental importance of internal skills and technological adoption for fostering eco‐innovation. They also suggest that networking becomes essential in environments lacking robust public and private support mechanisms for SME growth. Considering the rapid and turbulent changes, driven by the dual needs of sustainability and competitiveness, our results offer useful and critical advice for policymakers to define more appropriate and effective policies.

Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model

This study addresses the academic gap in the adoption of generative AI systems by investigating the factors influencing technology acceptance and usage behavior in Korean firms. Although recent advancements in AI are accelerating digital transformation and innovation, empirical research on the adoption of these systems remains scarce. To fill this gap, this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model, surveying 300 employees from both large and small enterprises in South Korea. The findings reveal that effort expectancy and social influence significantly influence employees’ behavioral intention to use generative AI systems. Specifically, effort expectancy plays a critical role in the early stages of adoption, while social influence, including support from supervisors and peers, strongly drives the adoption process. In contrast, performance expectancy and facilitating conditions show no significant impact. The study also highlights the differential effects of age and work experience on behavioral intention and usage behavior. For older employees, social support is a key factor in technology acceptance, whereas employees with more experience exhibit a more positive attitude toward adopting new technologies. Conversely, facilitating conditions are more critical for younger employees. This study contributes to the understanding of the interaction between various factors in AI technology adoption and offers strategic insights for the successful implementation of AI systems in Korean companies.

Bridging the Digital Divide in Mexico: A Critical Analysis of Telecommunications Infrastructure and Predictive Models for Policy Innovation

This work presents an in-depth evaluation of the telecommunications landscape in Mexico from 2015 to 2023. The study’s primary focus is on the disparities in broadband access, telecommunications infrastructure, and digital inclusion across various regions, particularly between urban and rural areas. By employing predictive models and correlation analysis, the paper identifies key factors influencing technology adoption and service bundling in households. A significant contribution of this research lies in its identification of strong correlations between broadband access, GDP growth, and the penetration of multiple telecommunication services such as fixed telephony, broadband internet, and television. The predictive models developed offer crucial insights into the regional inequalities of digital access, revealing patterns that policymakers can use to prioritize infrastructure investments. The findings underscore the essential role of public policy innovation in promoting digital inclusion, particularly in underdeveloped regions, and provide a robust analytical framework for understanding how advanced telecommunications services contribute to socio-economic development. Through this analytical approach, the study demonstrates the critical relationship between telecommunications infrastructure and regional economic performance, offering data-driven recommendations to bridge the digital divide and enhance connectivity in underserved areas. The results offer significant value for future research and policy initiatives aimed at fostering equitable access to Information and communication technologies, promoting economic growth, and ensuring broader societal inclusion in the digital age.

Augmented Reality Adoption: Exploring Security Concerns and Consumer Resourcefulness in the Era of Society 5.0

ABSTRACTSociety 5.0, building its foundation on industry 4.0, defines the concept of super smart cities as places where humans can adapt novel technologies such as augmented reality (AR) in their daily lives. AR brought its consumers an immersive and hybrid experience, blurring the boundaries between the real and virtual worlds. This study explores the user adoption of AR, an interactive technology, in the e‐commerce domain in the present era of Society 5.0. This study seeks to address the question of what factors drive the consumer's adoption of AR while shopping online and how security concern and technostress (TS) impact their intention towards its use and its actual usage behaviour. This research offers a novel perspective and fills a gap in the existing literature by integrating consumers' security concerns and TS, previously unexplored factors, in the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The ability of the UTAUT model, over the earlier technology adoption models, to incorporate context‐specific factors makes it significantly relevant for studying AR adoption, a technology blending the virtual and real world. A modified UTAUT‐based questionnaire assessed relevant factors influencing this behaviour. This study employed a quantitative, cross‐sectional survey design to apprehend a broad range of users and to investigate consumer perceptions and adoption of AR in online shopping. Purposive sampling ensured that respondents were aligned with the research context and were knowledgeable about the use of AR in the e‐commerce domain and its relevant applications, thereby strengthening the validity of the study findings. A two‐staged partial least square structural equation modelling–artificial neural network (PLS‐SEM–ANN) data analysis approach was used to determine the study's findings. The meaningful responses collected from 457 respondents were analysed using this targeted approach for in‐depth insights. The synthesis of the study's analysis suggests that personal innovativeness towards information technology and security concerns are critical drivers of intention and actual usage. Interestingly, TS and social influence emerged as non‐significant, indicating a nuanced view of the UTAUT model in this context. A possible explanation for their insignificance lies in the present generation's ability to rapidly adapt to new technologies and make autonomous decisions, reducing reliance on peer influence. By understanding these factors, the research seeks to pave the way for the efficacious integration of AR within the e‐commerce domain. It further emphasizes the significance of consumer resourcefulness, a gap in current research, for bridging the intention‐usage gap. This focus on consumers’ personal innovativeness towards IT, security concerns and consumer resourcefulness provides valuable insights for e‐commerce platforms seeking to drive successful AR adoption. The study explores how well AR will be accepted and used, informing scholarly researchers and businesses on making AR‐integrated online shopping successful.