Research on Consumers’ Intention to Use and Promote Augmented Reality

DOI

10.2991/978-2-38476-062-6_160How to use a DOI?

Keywords

Augmented Reality; Technology Acceptance Model; Partial Least Squares; IKEA Place

Abstract

To explore the factors influencing consumers’ intention to use and promote augmented reality (AR), this study constructed an online furniture purchasing scenario. The study incorporated AR features as an external variable and Word of Mouth as a promotion evaluation dimension with Technology Acceptance Model. The results show that (1) Interactivity positively affects Perceived Usefulness and Perceived Ease of Use, and Vividness and Novelty positively affect Perceived Ease of Use. (2) The Perceived Usefulness and Perceived Ease of Use of AR positively affect consumers’ Intention to Use, and the Perceived Ease of Use of AR positively affects Perceived Usefulness. (3) The Intention to Use of AR positively influences consumer’s Word of Mouth.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Di Zhang
AU  - Huili Yao
PY  - 2023
DA  - 2023/07/11
TI  - Research on Consumers’ Intention to Use and Promote Augmented Reality
BT  - Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)
PB  - Atlantis Press
SP  - 1245
EP  - 1253
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-062-6_160
DO  - 10.2991/978-2-38476-062-6_160
ID  - Zhang2023
ER  -