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

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.