The impact of prior experience on customers using a mixed-reality shopping assistant

Gabriele Obermeier, Shubham Jain, Andreas Auinger, Dirk Werth

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

Abstract

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.

OriginalspracheEnglisch
Titel27th Annual Americas Conference on Information Systems, AMCIS 2021
Herausgeber (Verlag)Association for Information Systems
ISBN (elektronisch)9781733632584
PublikationsstatusVeröffentlicht - 2021
Veranstaltung27th Annual Americas Conference on Information Systems, AMCIS 2021 - Virtual, Online
Dauer: 9 Aug 202113 Aug 2021

Publikationsreihe

Name27th Annual Americas Conference on Information Systems, AMCIS 2021

Konferenz

Konferenz27th Annual Americas Conference on Information Systems, AMCIS 2021
OrtVirtual, Online
Zeitraum09.08.202113.08.2021

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