On m-Commerce Adoption and Augmented Reality: A Study on Apparel Buying Using m-Commerce in Indian Context

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2020-12-22 DOI:10.1080/15332861.2020.1863023
Mohit Manchanda, Madhurima Deb
{"title":"On m-Commerce Adoption and Augmented Reality: A Study on Apparel Buying Using m-Commerce in Indian Context","authors":"Mohit Manchanda, Madhurima Deb","doi":"10.1080/15332861.2020.1863023","DOIUrl":null,"url":null,"abstract":"Abstract The present study examines the impact of anthropomorphism and augmented reality (AR) on consumers’ attitudes and intention to adopt m-commerce. A questionnaire-based survey was conducted amongst 541 Executive MBA students who had never previously used AR-mediated m-commerce to purchase merchandise from a retail brand. SPSS and AMOS 21 were used to construct a structural equation model to test our conceptual model. The results indicate that anthropomorphization of AR-mediated m-commerce positively affects consumer confidence, perception of innovativeness, and subjective norms attributed to AR-mediated m-commerce, which in-turn positively affect the attitude toward AR-mediated m-commerce. Simultaneously, anthropomorphization of AR-mediated m-commerce negatively affects cynicism and product usage obstructions, whereas cynicism negatively affects attitudes toward AR-mediated m-commerce. Consequently, the study establishes that anthropomorphizing AR-mediated m-commerce positively affects attitude, and it promotes the adoption of m-commerce. This information is crucial for retail industries in emerging markets, and it fills a notable knowledge gap in the AR and m-commerce literature by demonstrating that anthropomorphism helps to stimulate consumer confidence and dispel consumer doubts about AR-mediated m-commerce. It also validates the replacement of perceived ease of use and perceived usefulness with confidence and cynicism when applying the technology acceptance model in emerging markets.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"84 - 112"},"PeriodicalIF":4.1000,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1863023","citationCount":"24","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2020.1863023","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 24

Abstract

Abstract The present study examines the impact of anthropomorphism and augmented reality (AR) on consumers’ attitudes and intention to adopt m-commerce. A questionnaire-based survey was conducted amongst 541 Executive MBA students who had never previously used AR-mediated m-commerce to purchase merchandise from a retail brand. SPSS and AMOS 21 were used to construct a structural equation model to test our conceptual model. The results indicate that anthropomorphization of AR-mediated m-commerce positively affects consumer confidence, perception of innovativeness, and subjective norms attributed to AR-mediated m-commerce, which in-turn positively affect the attitude toward AR-mediated m-commerce. Simultaneously, anthropomorphization of AR-mediated m-commerce negatively affects cynicism and product usage obstructions, whereas cynicism negatively affects attitudes toward AR-mediated m-commerce. Consequently, the study establishes that anthropomorphizing AR-mediated m-commerce positively affects attitude, and it promotes the adoption of m-commerce. This information is crucial for retail industries in emerging markets, and it fills a notable knowledge gap in the AR and m-commerce literature by demonstrating that anthropomorphism helps to stimulate consumer confidence and dispel consumer doubts about AR-mediated m-commerce. It also validates the replacement of perceived ease of use and perceived usefulness with confidence and cynicism when applying the technology acceptance model in emerging markets.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
移动商务采用与增强现实:印度移动商务服装购买研究
摘要本研究考察了拟人化和增强现实(AR)对消费者采用移动商务的态度和意向的影响。一项基于问卷的调查对541名emba学生进行了调查,这些学生以前从未使用过ar媒介的移动商务从零售品牌购买商品。采用SPSS软件和AMOS 21构建结构方程模型对我们的概念模型进行检验。结果表明,ar中介移动商务的人格化正向影响消费者信心、创新感知和ar中介移动商务主观规范,进而正向影响消费者对ar中介移动商务的态度。同时,ar媒介移动商务的人格化对冷嘲热讽和产品使用障碍有负面影响,而冷嘲热讽对ar媒介移动商务的态度有负面影响。因此,本研究确立了人格化ar介导的移动商务对态度有积极影响,并促进了移动商务的采用。这一信息对新兴市场的零售业至关重要,它填补了AR和移动商务文献中一个显著的知识空白,证明拟人化有助于激发消费者信心,消除消费者对AR介导的移动商务的疑虑。它还验证了在新兴市场应用技术接受模型时,信心和愤世嫉俗取代了感知易用性和感知有用性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
期刊最新文献
Proactive and Collaborative Strategies to Boost Customer-Brand Engagement and Experience: A Complexity Theory Approach How Does Conformity Shape Influencer Marketing in the Food and Beverage Industry? A Case Study in Vietnam Unveiling Digital Manipulation and Persuasion in e-Commerce: A Systematic Literature Review of Dark Patterns and Digital Nudging Gen Z Customer Loyalty in Online Shopping: An Integrated Model of Trust, Website Design, and Security Brand Community Motives and Engagement: The Impact of Gender
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1