Adoption of augmented and virtual reality in retail : Individual intentions

Abstract

The objective of this research is to gain an in-depth understanding of the phenomenon of individual adoption of augmented and virtual reality technology in the retail industry context. Individual adoption intentions are examined using Unified Theory of Acceptance and Use of Technology (UTAUT) that is modified with personal innovativeness as moderating factor, hype as an additional construct of social influence and external variables that frame independent variables. Archival case study serves as the basis for adoption rate forecasting and data sample categorisation based on the theoretical moderator. The empirical composition of the study is based on triangulation, where structured interviews and archival case study contribute to intelligence gathering and subsequent mixed method analysis. As a result, the descripto-explanatory study determines and explains the variance of intention adoption among categories of adopters based on their personal innovativeness. Grounded theory is brought out based on the comprehensive theoretical framework for future experimental research to take place in order to test the analytical generalisability of the proposed theory.