Abstract

The present study examines the impact of anthropomorphism and augmented reality (AR) on consumers’ attitudes and intention to adopt m-commerce. A questionnaire-based survey was conducted amongst 541 Executive MBA students who had never previously used AR-mediated m-commerce to purchase merchandise from a retail brand. SPSS and AMOS 21 were used to construct a structural equation model to test our conceptual model. The results indicate that anthropomorphization of AR-mediated m-commerce positively affects consumer confidence, perception of innovativeness, and subjective norms attributed to AR-mediated m-commerce, which in-turn positively affect the attitude toward AR-mediated m-commerce. Simultaneously, anthropomorphization of AR-mediated m-commerce negatively affects cynicism and product usage obstructions, whereas cynicism negatively affects attitudes toward AR-mediated m-commerce. Consequently, the study establishes that anthropomorphizing AR-mediated m-commerce positively affects attitude, and it promotes the adoption of m-commerce. This information is crucial for retail industries in emerging markets, and it fills a notable knowledge gap in the AR and m-commerce literature by demonstrating that anthropomorphism helps to stimulate consumer confidence and dispel consumer doubts about AR-mediated m-commerce. It also validates the replacement of perceived ease of use and perceived usefulness with confidence and cynicism when applying the technology acceptance model in emerging markets.

摘要

本研究探讨了拟人化和增强现实（AR）对消费者态度和使用移动商务的意图的影响。对541名从未曾使用过AR中介的移动商务从零售品牌购买商品的541位高级MBA学生进行了基于问卷的调查。SPSS和AMOS 21用于构建结构方程模型以测试我们的概念模型。结果表明，AR介导的移动商务的拟人化对消费者信心，创新感和归因于AR介导的移动商务的主观规范产生积极影响，进而反过来对AR介导的移动商务的态度产生积极影响。同时，AR介导的电子商务的拟人化会对玩世不恭和产品使用造成不利影响，玩世不恭的态度对AR中介的移动商务产生负面影响。因此，该研究确定拟人化AR介导的移动商务对态度产生积极影响，并促进了移动商务的采用。该信息对于新兴市场中的零售行业至关重要，它通过证明拟人化有助于激发消费者信心并消除消费者对AR介导的m-commerce的怀疑，填补了AR和m-commerce文献中明显的知识空白。当在新兴市场中应用技术接受模型时，它还验证了以信心和玩世不恭的态度取代了感知的易用性和感知的有用性。它促进了移动商务的采用。该信息对于新兴市场中的零售行业至关重要，它通过证明拟人化有助于激发消费者信心并消除消费者对AR介导的m-commerce的怀疑，填补了AR和m-commerce文献中明显的知识空白。当在新兴市场中应用技术接受模型时，它还验证了以信心和玩世不恭的态度取代了感知的易用性和感知的有用性。它促进了移动商务的采用。该信息对于新兴市场中的零售行业至关重要，它通过证明拟人化有助于激发消费者信心并消除消费者对AR介导的m-commerce的怀疑，填补了AR和m-commerce文献中明显的知识空白。当在新兴市场中应用技术接受模型时，它还验证了以信心和玩世不恭的态度取代了感知的易用性和感知的有用性。