TY - GEN
T1 - The impact of prior experience on customers using a mixed-reality shopping assistant
AU - Obermeier, Gabriele
AU - Jain, Shubham
AU - Auinger, Andreas
AU - Werth, Dirk
N1 - Publisher Copyright:
© AMCIS 2021.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - Customer experience
KW - Digital retail
KW - Mixed reality
KW - Omnichannel retail
KW - Prior experience
UR - http://www.scopus.com/inward/record.url?scp=85118675619&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85118675619
T3 - 27th Annual Americas Conference on Information Systems, AMCIS 2021
BT - 27th Annual Americas Conference on Information Systems, AMCIS 2021
PB - Association for Information Systems
T2 - 27th Annual Americas Conference on Information Systems, AMCIS 2021
Y2 - 9 August 2021 through 13 August 2021
ER -