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Factors Affecting Augmented Reality Adoption in the Retail Industry

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Faculty of Business, Finance and Information Technology, MAHSA University, Jenjarom 42610, Malaysia
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Faculty of Information Science and Technology, The National University of Malaysia, Bangi 43600, Malaysia
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Department of International Business, Chang Jung Christian University, Tainan 71101, Taiwan
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Department of Business Administration, Northern University Bangladesh, Dhaka 1205, Bangladesh
*
Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(2), 142; https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020142
Received: 13 February 2021 / Revised: 20 May 2021 / Accepted: 21 May 2021 / Published: 25 May 2021
Augmented reality (AR) technology is a computer-generated object that allows users to enrich the experience of products virtually with graphics, images, etc. Due to a lack of studies in developing countries like Malaysia, more studies are necessary to understand the pressing factors of diffusing AR technology for the flourishing retail industry. This research aimed to explore the factors affecting the adoption of AR technology in the retail sector through an extension of the technology acceptance model (TAM). The conceptual model was developed based on additional open-innovation-related constructs to the existing TAM constructs. To test the model, data were collected from 233 retail stores in Malaysia using a structured questionnaire survey. The PLS-based structural equation modeling technique was used to analyze the data. The empirical results confirmed that, except for external support and trading partner pressure, other factors, including perceived usefulness, attitude, competitive pressure, customer pressure, perceived cost, and technological knowledge have significant influences on the intention to use AR technology in retail stores. The attitude mediates the relationship between perceived usefulness and behavioral intention and the relationship between self-efficacy and behavioral intention. As operating cost was a critical factor, managers are advised to deliver various packages of after-sales services and free installation charges to curb expenses. This study improved TAM by offering a comprehensive model with cognitive and open innovation factors and provided suggestions for retail stores when they attempt to adopt AR technology to develop an open business model. View Full-Text
Keywords: augmented reality; retail industry; technology acceptance model; open innovation; Malaysia augmented reality; retail industry; technology acceptance model; open innovation; Malaysia
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MDPI and ACS Style

Alam, S.S.; Susmit, S.; Lin, C.-Y.; Masukujjaman, M.; Ho, Y.-H. Factors Affecting Augmented Reality Adoption in the Retail Industry. J. Open Innov. Technol. Mark. Complex. 2021, 7, 142. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020142

AMA Style

Alam SS, Susmit S, Lin C-Y, Masukujjaman M, Ho Y-H. Factors Affecting Augmented Reality Adoption in the Retail Industry. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(2):142. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020142

Chicago/Turabian Style

Alam, Syed S., Samiha Susmit, Chieh-Yu Lin, Mohammad Masukujjaman, and Yi-Hui Ho. 2021. "Factors Affecting Augmented Reality Adoption in the Retail Industry" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 2: 142. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020142

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