Immersive experience and customer responses towards mobile augmented reality applications: The moderating role of technology anxiety

Autor:	Kim Nhan Vo, Angelina Nhat Hanh Le, Le Thanh Tam, Huong Ho Xuan
Jazyk:	angličtina
Rok vydání:	2022
Předmět:	customer immersive experience attitude adoption intention mobile augmented reality applications technology anxiety Business HF5001-6182 Management. Industrial management HD28-70
Zdroj:	Cogent Business & Management, Vol 9, Iss 1 (2022)
Druh dokumentu:	article
ISSN:	23311975 2331-1975
DOI:	10.1080/23311975.2022.2063778
Popis:	The purpose of this study is to investigate the impact of customer immersive experience on attitude and adoption intention toward mobile augmented reality applications (MAR apps). This paper also examines the moderating role of technology anxiety on the relationship between immersive experience on attitude and adoption intention toward MAR apps. A dataset of 322 customers and the partial least square structural equation model (PLS-SEM) with the SmartPLS 3.2.8 statistical software were used to test the proposed hypotheses. The results show that immersive experience significantly affects attitude and adoption intention toward MAR apps. In addition, the vital role of technology anxiety in moderating the relationship between customer immersive experience and their responses toward MAR apps is revealed.
Databáze:	Directory of Open Access Journals
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