Research on Consumers’ Intention to Use and Promote Augmented Reality
Di Zhang, Huili Yao · Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research · 2023
To explore the factors influencing consumers' intention to use and promote augmented reality (AR), this study constructed an online furniture purchasing scenario.The study incorporated AR features as an external variable and Word of Mouth as a promotion evaluation dimension with Technology Acceptance Model.The results show that (1) Interactivity positively affects Perceived Usefulness and Perceived Ease of Use, and Vividness and Novelty positively affect Perceived Ease of Use.(2) The Perceived Usefulness and Perceived Ease of Use of AR positively affect consumers' Intention to Use, and the Perceived Ease of Use of AR positively affects Perceived Usefulness.(3) The Intention to Use of AR positively influences consumer's Word of Mouth.