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The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables

  • Augmented reality smart glasses are a major trend in retailing. However, little is known about the factors that drive customers’ acceptance of these wearables as a channel in stores. Especially, the roles of perceived enjoyment and perceived informativeness for usage intentions of such novel and immersive technologies are unclear. Thus, the authors propose an extended technology acceptance model as an instrument to predict future adoption. The results indicate that perceived enjoyment largely mediates the influence of perceived informativeness and other variables on attitude and usage intention. Further, perceived enjoyment functions as a direct predictor for attitude and in strength even exceeds perceived usefulness. Hence, retailers should consider focusing on joy-related aspects when aiming at the introduction of broadly accepted AR applications in stores.

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Document Type:Article
Author:Eric Holdack, Katja Lurie-Stoyanov, Harro Fromme
Chairs and Professorships:Chair of Marketing Management and Sustainability
Parent Title (English):Journal of Retailing and Consumer Services
Place of publication:Amsterdam
Year of Completion:2020
Page Number:102259
Content Focus:Academic Audience
Peer Reviewed:Yes
Rankings:VHB Ranking / C
Licence (German):License LogoUrheberrechtlich geschützt