Understanding Consumer Adoption of Augmented Reality in Online Shopping: An Extended Utaut2 Approach

Augmented Reality (AR) has emerged as an innovative technology in e-commerce, enabling consumers to visualize and interact with products in immersive online shopping environments. This study examines the factors influencing consumer adoption of AR applications in online shopping using the Unified Theory of Acceptance and Use of Technology (UTAUT2) framework and its extended consumer-oriented constructs. A quantitative research approach was adopted, and data were collected through an online questionnaire using a five-point Likert scale from 75 respondents. The study examined Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Habit, Behavioural Intention, Use Behaviour, and Purchase Intention. Data were analysed using JASP through descriptive statistics, Cronbach’s Alpha, correlation analysis, and linear regression. The findings indicate that respondents generally demonstrated moderately positive perceptions toward AR applications, with Performance Expectancy recording the highest mean score. The regression analysis revealed that Effort Expectancy significantly influences Behavioural Intention, indicating that consumers are more likely to adopt AR when the technology is perceived as easy and convenient to use. Further, Behavioural Intention was found to have a significant positive effect on Purchase Intention, while Purchase Intention significantly influenced Use Behaviour. The findings highlight the importance of intuitive and user-friendly AR applications in enhancing consumer acceptance and supporting purchase-related decisions in online shopping. The study provides practical implications for e-commerce retailers and technology developers seeking to improve consumer engagement and adoption of AR-enabled shopping experiences.