Factors Influencing Intention to use Augmented Reality for Shopping in United States

Abstract

Augmented reality (AR) technology has gained significant attention in the retail sector for its potential to enhance the shopping experience. This cross-sectional quantitative study investigates the factors influencing consumers' intention to adopt AR for shopping, with a focus on the mediating role of self-efficacy. Data were collected via an online survey from 312 individuals residing in the United States who have engaged in online shopping within the past six months. Convenience sampling was employed, and data were analyzed using structural equation modeling. The study found that perceived relative advantage, augmented quality, and innovativeness positively influence consumers' intention to use AR for shopping. Furthermore, self-efficacy emerged as a significant mediator in this relationship, highlighting the importance of consumers' confidence in their ability to utilize AR technology. These findings offer valuable insights for businesses seeking to leverage AR technologies to enhance the retail experience and drive consumer engagement. By strategically addressing these factors, retailers can unlock the transformative potential of AR and position themselves at the forefront of AR-driven retail innovation.