#5203. Retail Consumers’ Behavioral Intention to Use Augmented Reality Mobile Apps in Pakistan

September 2026publication date
Proposal available till 08-06-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Management of Technology and Innovation;
Human-Computer Interaction;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
Augmented reality is an emerging and promising technology to expand consumer shopping experiences in the retail sector. How augmented reality apps can impact consumer perceptions is still in debate. This study investigates the influence of augmented reality mobile apps on consumers’ behavioral intention to use this technology, using the technology acceptance model. Data were collected from 363 undergraduate and graduate university students in Pakistan. The partial least squares structural equation modeling was applied to check the path relationships. Study participants experience and perception were measured through the direct and indirect effects of the augmented reality-based mobile app.
Keywords:
Augmented reality; consumer behavior; Pakistan; technology acceptance model

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