The Influence of Augmented Reality on Consumer Attitudes and Adoption Intent: Exploring Aesthetics, Playfulness, Utility and Trust

Article Information

Title: The Influence of Augmented Reality on Consumer Attitudes and Adoption Intent: Exploring Aesthetics, Playfulness, Utility and Trust

Authors: Muhammad Usman Mumtaz, Asad Hassan Butt, Muhammad Naeem Khan, Waseem Irshad

Journal: Foundation University Journal of Business & Economics (FUJBE)

HEC Recognition History

Category	From	To
Y	2024-10-01	2025-12-31
Y	2023-07-01	2024-09-30
Y	2022-07-01	2023-06-30
Y	2020-07-01	2021-06-30

Publisher: Foundation University, Islamabad

Country: Pakistan

Year: 2024

Volume: 9

Issue: 1

Language: English

DOI: 10.33897/fujbe.v9i1.893

Keywords: AR AestheticsAR playfulnessAR utilityAR AttitudePerceived Data Security Trust in AR

Abstract

Global consumer-brand relationships are undergoing significant transformations due to technological advancements. Immersive technologies, particularly Augmented Reality (AR), are increasingly indispensable for enhancing the consumer shopping journey. Employing Partial Least Squares Structural Equation Modelling (PLS SEM), the study utilized a sample size of 178 for analysis. The findings reveal a notable willingness among consumers in Pakistan to embrace AR technology. Furthermore, the study predicts that key AR attributes such as aesthetics, playfulness, and utility have the potential to elevate the traditional shopping experience into a more engaging and immersive one. These AR characteristics exert a positive influence on consumer attitudes, which are pivotal indicators for increased sales, market share, consumer satisfaction, and loyalty. Consequently, the research underscores the allure and feasibility of novel shopping experiences with AR technology for Pakistani users.

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Research Objective

To explore the influence of augmented reality (AR) on consumer attitudes and adoption intent, specifically examining the roles of aesthetics, playfulness, utility, and trust.

Methodology

The provided text is a series of repeated journal headers and page numbers, lacking any substantive content regarding the research methodology, data sources, or theoretical approach.

Methodology Flowchart

                        graph TD; A["Information Gathering"] --> B["Analysis of AR Influence"]; B --> C["Understanding Consumer Attitudes"]; B --> D["Assessing Adoption Intent"]; C --> E["Role of Aesthetics"]; C --> F["Role of Playfulness"]; C --> G["Role of Utility"]; C --> H["Role of Trust"]; D --> E; D --> F; D --> G; D --> H; E --> I["Conclusion"]; F --> I; G --> I; H --> I;

Discussion

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Key Findings

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Conclusion

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Fact Check

The text repeatedly states "FUJBE Vol 9(1) Feb 2024", indicating a publication in February 2024. However, without the full content, the factual accuracy of this claim cannot be verified.

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