Impact of Augmented Reality on Consumers' Behavioral Intention to Use Mobile Apps in Retail

Abstract

Augmented reality (AR) represents a ground breaking and momentous technological advancement within the retail sector, with the potential to expand the assortment of purchasing choices accessible to clientele. The impact that augmented reality applications might exert on the perceptions of users is a subject that continues to generate debate. Based on the technological acceptability paradigm, the current investigation seeks to assess the influence of mobile augmented reality applications on consumers' intentions to acquire and employ associated technologies. In all, 160 client contributions were received. In order to analyse the route links, PLS-SEM, or partial least squares structural equation modelling, was implemented. The study participants' viewpoints and experiences were assessed through an examination of the direct and indirect consequences of utilising the augmented reality mobile application. The outcomes demonstrate that augmented reality improves both the perception of usability and enjoyment. The relationship between augmented reality and behavioural objectives is mediated by positive affect, whereas the relationship between augmented reality and perceived convenience of use is not mediated by negative affect.