Evaluating the Attitude Towards Augmented Reality and its Impact on Customer Perception in the Footwear Industry
الملخص
To better comprehend the influence of digital technologies on consumers’ behavior in the Kurdistan region of Iraq, this study investigates the factors that determine the relationship between Augmented Reality (AR) and the intent to purchase via online platforms. To do so, the study pursues a pragmatic methodological approach where a total sample of 180 random consumers in the city of Erbil in the Kurdistan region, are asked to a) participate in an AR experiment using the Wanna Kicks application, and then b) answer a structured questionnaire about their intentions to buy. Items used to measure consumers’ adoption of innovative technologies, particularly AR, are derived from the Technology Acceptance Model (TAM). In accordance with existing literature, the study confirms the effects of AR perceived ease of use (PEOU) on AR perceived usefulness (PU) and those of perceived usefulness (PU) and perceived ease of use (PEOU) on consumers’ attitudes toward AR. In their turn, consumers’ attitudes were influential in the intention to purchase products and services via AR-supported platforms
التنزيلات
المراجع
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