The Impact of Prior Experience on Customers Using a Mixed-Reality Shopping Assistant
- 1. University of Applied Sciences Upper Austria
- 2. AWSi
Description
Novel digital technologies such as mixed-reality furnish retailers with new means to enhance consumer experiences in omnichannel retailing. This study investigates the relationship between technology acceptance determinants, customers’ experience, and behavioral shopping intentions. We developed a mixed-reality shopping assistant application for Microsoft HoloLens 2 as the archetype that provides customers with product information, recommendations, reviews, product videos, the availability status, a virtual shopping cart, and the option to conduct the purchase. Compared to novice mixed-reality users, participants with medium to high prior experience had stronger privacy concerns but perceived the system as easier to use and had higher usage intentions. Consequently, experienced users perceived a greater experience, developed a more positive attitude towards the retailer, and stronger purchase intentions when using the mixed-Reality application. Mediation analyses revealed that the relationship between technology adoption and customers’ usage intentions was mediated by customers’ experience.
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ACMIS Conference 2021 - Pre Conference Version of the authors
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