Factors Influencing the Acceptance of Augmented Reality in Young E-Consumers' Decisions: Insights from Cross-Countries Qualitative Research

Purpose: to answer research questions about the significance of motives and risks affecting the acceptance of AR technologies by young e-commerce consumers in Poland, South Korea, and the United States.

Methodology: The research methods are twofold. First, a narrative literature review was conducted to identify the main motives and risks concerning AR acceptance in e-commerce. Second, focus group interviews were conducted in Poland, South Korea, and the United States, involving an experiment. The qualitative analysis was applied using MAXQDA.

Findings: The main findings show the similarities and differences among researched groups. Moreover, new motivators and risks were identified that have not been emphasised often in the literature so far. For example, information performance can be added as a factor influencing AR use in e-commerce. In the group of risks, there are health concerns that sitting at home and buying online with AR can affect people's mental health. Moreover, concerns are identified about young people's lack of willingness and ability to communicate and form relationships.

Originality: The combination of the three aspects, i.e., the acceptance of AR technology in online shopping, the young consumer segment, and countries' diversity, represents a unique contribution to the literature. This originality adds to the existing models regarding consumers` acceptance of new technologies (e.g., TAM, UTAUT, UTAUT2).

Practical implications: Young shoppers' knowledge of the factors that determine and enhance the use of AR in e-commerce is of great practical importance for online shops.