IDEAS home Printed from https://ideas.repec.org/a/adi/ijbess/v7y2025i4p31-41.html
   My bibliography  Save this article

Inhibitors of online augmented reality shopping adoption for high-involvement products

Author

Listed:
  • Kate Mmalebuso Ngobeni

    (University of South Africa)

Abstract

The retail industry has seen a significant transformation since augmented reality (AR) technology was introduced into online shopping. However, several barriers continue to hinder the global adoption of online AR shopping, particularly for high-involvement products. This study investigates these barriers in the South African context, adopting a quantitative research approach. Data were collected through online self-administered questionnaires from a sample of 664 South African consumers. Multiple regression analysis was conducted to achieve the research objectives. The findings revealed that image barrier strongly inhibits AR adoption. Although insecurity and tradition barrier were not statistically significant, their negative effect suggests they may act as barriers to adoption. Surprisingly, discomfort and risk barrier yielded positive but non-significant results, leading to the rejection of these hypotheses. This research provides insights that are vital for retailers, technology developers, and policymakers striving to leverage AR technology effectively in online retail. The study offers practical strategies to address these barriers and facilitate wider adoption of AR technology. Additionally, it contributes to the broader discourse on the intersection of technology adoption, consumer behavior, and retail marketing strategies, particularly within the socio-economic and cultural complexities of South Africa. Key Words:Augmented reality, Online shopping, Adoption, Inhibiting factors, South Africa

Suggested Citation

  • Kate Mmalebuso Ngobeni, 2025. "Inhibitors of online augmented reality shopping adoption for high-involvement products," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 7(4), pages 31-41, July.
    • Handle: RePEc:adi:ijbess:v:7:y:2025:i:4:p:31-41
    DOI: 10.36096/ijbes.v7i4.879
    as

    Download full text from publisher

    File URL: https://www.bussecon.com/ojs/index.php/ijbes/article/view/879/514
    Download Restriction: no
    File URL: https://doi.org/10.36096/ijbes.v7i4.879
    Download Restriction: no
    File URL: https://libkey.io/10.36096/ijbes.v7i4.879?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:adi:ijbess:v:7:y:2025:i:4:p:31-41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ibihutr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.