Consumer acceptance of AR Technology in e-commerce in the light of the Covid-19 pandemic. A conceptual perspective
Consumer acceptance of AR Technology in e-commerce in the light of the Covid-19 pandemic. A conceptual perspective

Author(s): Małgorzata Bartosik‑Purgat, Tomasz Grzegorczyk, Wiktoria Rakowska
Subject(s): Economy, Media studies, Business Economy / Management, Micro-Economics, Sociology of the arts, business, education, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: Augmented Reality;consumer acceptance;consumer behaviour;e-commerce;COVID-19 pandemic;
Summary/Abstract: Purpose: The main objective of the chapter is threefold: to conduct literature review, to develop a model of consumer acceptance of augmented reality (AR) in e-commerce, and research hypotheses. The model will emphasize the factors (motives and risks) affecting the acceptance of AR technologies by e-commerce consumers. Design/methodology/approach: The study used inductive research approach whose results will be the key basis for primary research. The main research method was literature review: the meta-synthesis method. Findings: We developed a model of factors influencing the acceptance of AR technology in e-commerce based on the Unified Theory of Acceptance and Use of Technology (UTAUT2). The following factors were included into the proposed model as predictors of acceptance: performance expectancy, effort expectancy, hedonic motivation, perceived AR risk, privacy risk. Research limitations/implications: The main limitation of this research is its conceptual character. Future research should aim to empirically verify the proposed model. Practical implications: By showing the possibilities and actual acceptance of AR’s use in selected countries, the research might contribute to the development of a set of guidelines for enterprises in the e-commerce branch and, eventually, improve their international competitiveness, e.g. by guiding product and promotion strategies. Originality and value: Based on the literature review, this chapter proposes anovel research model of consumer acceptance of AR in e-commerce, which can be verified in the future research.

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