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Factors that affect usage intention towards mobile augmented reality in fashion e-commerce.: A quantitative study using UTAUT2 model
University West, School of Business, Economics and IT, Divison of Informatics.
University West, School of Business, Economics and IT, Divison of Informatics.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today e-commerce is growing more and more popular. It might be because of the easy access directly from the home or workplace. It might also have to do with the continuous smartphone evolution allowing more people internet access than ever before. Augmented reality (AR) is a technology that can generate virtual objects and integrate them into the real world. When new technology such as AR enters the field of ecommerce, it is difficult to predict the consumers' response. This study will focus on the factors that are important for consumers' usage intentions towards mobile AR in fashion e-commerce. A few of these factors are how well technology provides benefits in performing certain activities, how easy it is to use technology and how enjoyable it is to use it. Based on past research, an acceptance model (UTAUT2) was adopted to examines what factors affect user's intention to use mobile AR in fashion e-commerce. PLS-SEM was used to estimate the relationship between factors in the UTAUT2 model. With the help of social media, a survey was distributed with the "snowball technique" to gather information. To limit the data, only those between the ages of 16 and 38 were allowed to participate in the survey. Towards the end of the timeframe of collecting data, there were 120 participants. Only two out of the six investigated factors had a positive impact on user's usage intentions: habit and performance expectancy.

Place, publisher, year, edition, pages
2019. , p. 70
Keywords [en]
Mobile, Augmented reality, AR, mobile AR, fashion, clothing, e-commerce, e-shopping, acceptance models, UTAUT2, PLS-SEM, SEM.
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hv:diva-14131Local ID: EXI500OAI: oai:DiVA.org:hv-14131DiVA, id: diva2:1337907
Subject / course
Informatics
Educational program
Systemutveckling - IT och samhälle
Examiners
Available from: 2019-07-23 Created: 2019-07-18 Last updated: 2019-07-23Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
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  • en-US
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Output format
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