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This study delves into consumers’ inclinations towards adopting augmented reality (AR) applications in online white goods shopping, employing the robust framework of the Technology Acceptance Model (TAM). Amidst a surge in technology usage, AR applications emerge as transformative tools, seamlessly integrating virtual elements with reality to enrich the shopping experience. Through survey data analyzed via SmartPLS software, 7 hypotheses were validated. Findings underscore that spatial presence, perceived usefulness, and attitude towards use exert a direct influence on AR adoption, while perceived ease of use indirectly shapes intention to use. The study underscores the imperative for companies to meticulously consider these factors in crafting AR applications for online platforms, thereby augmenting consumer engagement and satisfaction.

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Investigation of Consumers’ Intention to Use Augmented Reality Applications in Online White Goods Shopping with the Technology Acceptance Model

  • 会议论文

  • 发表日期：

    2025年

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  • Idil Hocaoglu,
  • Fethi Calisir,
  • Basak Cetinguc

摘要

This study delves into consumers’ inclinations towards adopting augmented reality (AR) applications in online white goods shopping, employing the robust framework of the Technology Acceptance Model (TAM). Amidst a surge in technology usage, AR applications emerge as transformative tools, seamlessly integrating virtual elements with reality to enrich the shopping experience. Through survey data analyzed via SmartPLS software, 7 hypotheses were validated. Findings underscore that spatial presence, perceived usefulness, and attitude towards use exert a direct influence on AR adoption, while perceived ease of use indirectly shapes intention to use. The study underscores the imperative for companies to meticulously consider these factors in crafting AR applications for online platforms, thereby augmenting consumer engagement and satisfaction.