Developing a conceptual model for South African consumers adoption of augmented reality online shopping platforms for high-involvement products

Abstract

There is a dearth of research on augmented reality (AR), and marketing research has only recently shown some interest in the topic. Considering the potential that AR technology has exhibited, the retail sector has not fully embraced this technology, and research on its impact on consumer behaviour is still in the early stages. Empirical studies have documented a high rate of innovation failure, revealing that many innovations fail due to consumer resistance. Researchers have asserted that adoption of any new technology are based upon both driving and inhibiting factors that consumers experience, and prevailing research on consumer innovation and adoption has mainly focused on the motivations and driving factors associated with their adoption. Therefore, the main goal of the current research was to establish a conceptual model for adopting online AR shopping for high-involvement products. High involvement products are products that require considerable cognitive decision making and are linked to consumers' egos and self-image. To accomplish the main goal of the study, the research examined the factors that foster and hinder the intention to adopt online AR shopping for high-involvement products, as well as the association between these factors. Additionally, it explored how driving factors operate as a mediator between inhibitory factors and adoption intention, in an effort to inform the promotion of online AR shopping for high-involvement products. A positivist inquiry was used to quantitatively analyse specific relationships between variables, in order to address knowledge gaps in this context. Analysis using structural equation modelling was conducted to validate the relationships proposed in the conceptual model. Apart from Perceived ease of use, which was found to be adverse, the association between the driving variables and adoption intention was found to be positive. The association between the inhibiting factors and Adoption intention was found to be negative, with the exception of Risk barrier, which was shown to be positive. Regarding the relationship between the driving and inhibiting factors of adoption, the inhibiting factors had a negative effect on the driving factors, which meant they lessened the strength of the driving factors and consumers' intentions to adopt online AR shopping for high-involvement products. Unexpectedly, Discomfort was the only deterrent that had a favourable impact on Perceived usefulness. In terms of mediation, trialability partially mediated the association between Risk barrier and Adoption intention, Optimism partially mediated the association between Insecurity and Adoption intention, and Perceived usefulness fully mediated the association between Insecurity and Adoption intention. These results make an important academic contribution by increasing theoretical understanding of consumer adoption and resistance, as well as providing a valuable foundation for future research by indicating that scholars should consider both driving and inhibiting factors to more accurately and comprehensively explain adoption. Several notable discoveries were made in the study, which may be useful to online retailers, marketing practitioners, and academics. The ability to use technology to create enhanced marketing activities that meet the needs of consumers is critical for business success. The findings of this study may assist marketing practitioners in overcoming the challenges they are currently facing when transitioning consumers from traditional bricks-and-mortar stores to online shopping platforms and creating effective online shopping environments. This research will assist merchants in better segmenting the market to reach the targeted consumers with the right products and drive sales. Additionally, this study’s results may be useful to advertising experts who wish to gain a greater understanding of how consumers feel about online AR in the retail industry.