Factors Affecting Augmented Reality Adoption in the Retail Industry

نویسندگان

چکیده

Augmented reality (AR) technology is a computer-generated object that allows users to enrich the experience of products virtually with graphics, images, etc. Due lack studies in developing countries like Malaysia, more are necessary understand pressing factors diffusing AR for flourishing retail industry. This research aimed explore affecting adoption sector through an extension acceptance model (TAM). The conceptual was developed based on additional open-innovation-related constructs existing TAM constructs. To test model, data were collected from 233 stores Malaysia using structured questionnaire survey. PLS-based structural equation modeling technique used analyze data. empirical results confirmed that, except external support and trading partner pressure, other factors, including perceived usefulness, attitude, competitive customer cost, technological knowledge have significant influences intention use stores. attitude mediates relationship between usefulness behavioral self-efficacy intention. As operating cost critical factor, managers advised deliver various packages after-sales services free installation charges curb expenses. study improved by offering comprehensive cognitive open innovation provided suggestions when they attempt adopt develop business model.

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ژورنال

عنوان ژورنال: Journal of open innovation

سال: 2021

ISSN: ['2199-8531']

DOI: https://doi.org/10.3390/joitmc7020142