Consumers' intentions are crucial to the wide usage of augmented reality shopping applications (ARSAs). Combining innovation diffusion, perceived value, and attitude theories, this study proposes a theoretical model that identifies the antecedents of consumers' innovation to use ARSAs and specifies their interrelationships. A total of 379 consumers were surveyed using questionnaires, and the data were analyzed through confirmatory factor analysis and structural equation modeling. Results show that the effects of the perceived relative advantage, perceived compatibility, and perceived observability on consumers' intentions to use ARSAs are mediated by consumers' attitudes toward ARSAs. In addition, attitudes have an indirect impact on consumers' intentions to use ARSAs through perceived value. Theoretically, this study synthesizes behavioral theories anchored on innovation and marketing to explain consumer's use intention. Managerially, this study provides strategic recommendations for technology companies developing ARSAs and retailers wishing to adopt ARSAs.

消费者的意图对于增强现实购物应用程序 (ARSA) 的广泛使用至关重要。本研究结合创新扩散、感知价值和态度理论，提出了一个理论模型，该模型确定了消费者使用 ARSA 创新的前因并说明了它们之间的相互关系。通过问卷调查共对379名消费者进行了调查，并通过验证性因素分析和结构方程模型对数据进行了分析。结果表明，感知相对优势、感知相容性和感知可观察性对消费者使用 ARSA 的意图的影响受消费者对 ARSA 的态度的调节。此外，态度通过感知价值对消费者使用 ARSA 的意图产生间接影响。理论上，本研究综合了以创新和营销为基础的行为理论来解释消费者的使用意图。在管理上，这项研究为开发 ARSA 的技术公司和希望采用 ARSA 的零售商提供了战略建议。