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Determinants of the Intention to Adopt Mobile Augmented Reality Apps in Shopping Malls among University Students

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Department of Management Science and Technology, School of Economic Sciences, University of Western Macedonia, 50100 Kozani, Greece
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Department of Statistics and Insurance Science, School of Economic Sciences, University of Western Macedonia, 51100 Grevena, Greece
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Department of Accounting and Finance, School of Economic Sciences, University of Western Macedonia, 50100 Kozani, Greece
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J. Theor. Appl. Electron. Commer. Res. 2021, 16(3), 491-512; https://doi.org/10.3390/jtaer16030030
Received: 19 October 2020 / Revised: 16 November 2020 / Accepted: 17 November 2020 / Published: 20 November 2020
Augmented Reality (AR) technology adoption has been growing worldwide in recent years. The potential of AR to blend digital information into the physical world has been a challenge for both academia and industry, who attempt to realize and anticipate its impact on users’ perceptions, adoption intention and use. The present paper is an empirical study aimed at making substantial suggestions and investigating an integrative theoretical paradigm which attempts to establish the significance of specific factors which allow using mobile augmented reality apps in shopping malls. The study employs information from the extant literature with a view to extending the Unified Theory on Acceptance and Use of Technology (UTAUT). The results show that performance expectancy, enjoyment and reward are direct determining factors of adopting the specific technology in shopping malls, whereas facilitating conditions, social influence, innovativeness and trust exert an indirect effect on behavioral intention adoption. The research findings have far-reaching theoretical and practical implications for the development, marketing and application of mobile AR apps in the context of the specific contemporary form of shopping. View Full-Text
Keywords: augmented reality; adoption; UTAUT; mobile commerce; shopping mall augmented reality; adoption; UTAUT; mobile commerce; shopping mall
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Saprikis, V.; Avlogiaris, G.; Katarachia, A. Determinants of the Intention to Adopt Mobile Augmented Reality Apps in Shopping Malls among University Students. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 491-512.

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