Augmented Reality in Retail: Assessing the Acceptance and Potential for Multimedia Product Presentation at the PoS

Enabling smart retail settings via mobile augmented reality shopping apps

“…From a value perspective, MAR's ability to add value in and for retail, not to mention contributing to smart cities more broadly (Yigitcanlar and Lee, 2014), is multi-faceted. Prior research (Spreer, Kallweit, and Gutknecht, 2012;Spreer and Kallweit, 2014) finds, for example, MAR can support shoppers with improved information at the point of sale. Pantano and Naccarato (2010) argue that such advanced technologies in general add value in three ways: retailer advantages such as increased speed for obtaining information consumer behaviour; improvements in service at the point of sale; and positive influences on the consumer shopping experience.…”

Augmented reality smart glasses: an investigation of technology acceptance drivers

“…That being said, it is likely that the mechanisms of smart glasses cover findings from prior research on both wearable technologies and augmented reality -two areas that have been investigated through the lens of technology acceptance research. Rese et al (2014), Haugstvedt and Krogstie (2012), as well as Spreer and Kallweit (2014) have applied the TAM to study mobile AR technologies. All of these studies consistently show the general appropriateness of the TAM in AR settings.…”

“…Due to the complexity of our model and with regards to the sample size, we applied multiple regression analyses. This is a common procedure used in exploratory studies in the early development of new technologies (e.g., Spagnolli et al, 2014;Spreer and Kallweit, 2014). Justified by the high internal consistency of the constructs and by the common practice in related research (Spagnolli et al, 2014;Spreer and Kallweit, 2014), items of each factor were averaged.…”

“…This is a common procedure used in exploratory studies in the early development of new technologies (e.g., Spagnolli et al, 2014;Spreer and Kallweit, 2014). Justified by the high internal consistency of the constructs and by the common practice in related research (Spagnolli et al, 2014;Spreer and Kallweit, 2014), items of each factor were averaged. We applied a three-step hierarchical ordinary-least squares regression approach to better understand the nature of the direct and indirect effects proposed in our exploratory model (Baron and Kenny, 1986).…”

Current State of Mixed Reality Technology for Digital Retail: A Literature Review

“…Traditionally, there exists some TAM (Technology acceptance models) [15,26] that have been used to study user acceptance and User Experience for Mixed Reality systems in Digital Retail. In [8], authors study the acceptance and potential of AR applications in Retail point of sale and concluded positively that AR-users rate the offer of information in the store better than non-users and AR-users agree to have found all the information they needed in the store more strongly. User acceptance of MR has been broadly studied in [9] using the traditional constructs like perceived usefulness (PU), perceived ease of use (PEOU), and the intention to use (ITU) [24] along with added constructs: personal innovativeness (PI), perceived enjoyment (PE).…”