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Determinants of Retailers Adoption Intentions and Attitudes Toward Augmented Reality Marketing: An Empirical Analysis |
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PP: 1465-1476 |
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doi:10.18576/jsap/130504
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Author(s) |
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Asem N. Alnasser,
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Abstract |
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| This study investigates the factors influencing user inclinations towards embracing augmented reality (AR) marketing in the retail industry of Saudi Arabia. Data from 558 respondents was gathered through a survey and analyzed using structural equation modeling. The analysis delves into the direct and indirect effects of informativeness, trust, self-efficacy, and perceived benefits on users attitudes and their willingness to interact with AR marketing. The findings confirm all hypothesized relationships. Informativeness, trust, self-efficacy, and perceived benefits positively impact users attitudes towards AR marketing, with perceived benefits exerting the most significant influence. Attitude emerges as a key mediator, substantially influencing the adoption intention of AR marketing. Moreover, the indirect effects reveal that the impacts of informativeness, trust, self-efficacy, and perceived benefits on the adoption intention of AR marketing are mediated through attitude. These results underscore the pivotal role of attitude in the acceptance of AR marketing, underscoring its significant positive influence on users intentions. The study provides insights into the drivers of AR marketing adoption and recommends that retailers in Saudi Arabia enhance the perceived benefits of AR marketing and cultivate positive attitudes by enhancing informativeness, trust, and self-efficacy. |
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