The Influence of Augmented Reality on Consumer Attitudes and Adoption Intent: Exploring Aesthetics, Playfulness, Utility and Trust

Authors

  • Muhammad Usman Mumtaz Management Sciences Department, Bahria University, Pakistan
  • Asad Hassan Butt Department of Marketing, Faculty of Business Administration, University of Tabuk, Tabuk, Saudi Arabia
  • Dr. Muhammad Naeem Khan Senior Lecturer, University of Central Punjab, Lahore, Pakistan
  • Waseem Irshad Huazhong University of Science and Technology, China

DOI:

https://doi.org/10.33897/fujbe.v9i1.893

Keywords:

AR Aesthetics, AR playfulness, AR utility, AR Attitude, Perceived Data Security Trust in AR

Abstract

Global consumer-brand relationships are undergoing significant transformations due to technological advancements. Immersive technologies, particularly Augmented Reality (AR), are increasingly indispensable for enhancing the consumer shopping journey. Employing Partial Least Squares Structural Equation Modelling (PLS SEM), the study utilized a sample size of 178 for analysis. The findings reveal a notable willingness among consumers in Pakistan to embrace AR technology. Furthermore, the study predicts that key AR attributes such as aesthetics, playfulness, and utility have the potential to elevate the traditional shopping experience into a more engaging and immersive one. These AR characteristics exert a positive influence on consumer attitudes, which are pivotal indicators for increased sales, market share, consumer satisfaction, and loyalty. Consequently, the research underscores the allure and feasibility of novel shopping experiences with AR technology for Pakistani users.

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Published

2024-02-06

Issue

Vol. 9 No. 1 (2024): Foundation University Journal of Business and Economics

Section

Articles