Online Alışverişte Artırılmış Gerçeklik: Nicel Bir Araştırma

Abstract

Bu çalışma, çevrimiçi satın almada Artırılmış Gerçeklik (AR) teknolojisini kullanma niyetini etkileyen belirleyicileri analiz etmeyi amaçlamaktadır. Algılanan Göreceli Avantaj ve Algılanan Karmaşıklık gibi temel algıların Tutum ve Kullanma Niyeti üzerindeki etkisi incelenmiştir. Bireysel bir değişken olan Teknoloji Kaygısının, Algılanan Göreceli Avantaj ile Kullanma Niyeti arasındaki bağlantı üzerindeki moderatör etkisi incelenmiştir. Çalışmanın sonuçları, kolaylık örneklem yöntemi ile çevrimiçi alışveriş yapan müşterilerden toplanmıştır. Hipotezleri değerlendirmek için Yapısal Eşitlik Modellemesi ve Hayes'in PROCESS Makro tekniği kullanılarak moderatör analizi yapılmıştır. Araştırma, Algılanan Göreceli Avantajın hem Tutum hem de Kullanım Niyetini önemli ölçüde ve olumlu yönde etkilediğini göstermiştir. Algılanan Karmaşıklık Tutumu olumsuz yönde etkilemiş olsa da, Kullanım Niyetine doğrudan önemli bir etkisi olmamıştır. Temel bulgu, teknoloji kaygısının Algılanan Göreceli Avantajın Kullanım Niyeti üzerindeki olumlu etkisini önemli ölçüde olumsuz yönde etkilediğidir. Bu, kaygı düzeyi yüksek olanlar için algılanan faydanın artmasının, kaygı düzeyi düşük olanlara kıyasla kullanım niyetinde daha az bir artışla ilişkili olduğunu göstermektedir. Araştırma, çevrimiçi perakendecilikte artırılmış gerçekliğin benimsenmesinde bireysel farklılıkların önemini vurgulamaktadır. Yüksek teknoloji kaygısı yaşayan tüketiciler, AR'ın avantajlarını göz ardı ederek teknolojiyle etkileşime girerler ve böylece Algılanan Göreceli Avantajın etkisini sınırlarlar. Perakendeciler, AR uygulamalarının benimsenmesini artırmak için, özellikle yüksek kaygı düzeyine sahip kişiler için, kullanıcı dostu olmayı ve ara yüzün basitliğini vurgulamaya teşvik edilmektedir.

Keywords

• Artırılmış Gerçeklik
• Çevrimiçi Alışveriş
• Kullanım Niyeti
• Teknoloji Kaygısı
• Algılanan Göreceli Avantaj

Supporting Institution

Destekleyen kurum bulunmamaktadır

Ethical Statement

Bu çalışma için izin, Kastamonu Üniversitesi Sosyal ve Beşeri Bilimler Araştırma ve Yayın Etik Kurulu tarafından 5 Aralık 2022 tarihli ve 14/4 sayılı kararıyla verilmiştir.

Augmented Reality in Online Shopping: A Quantitative Study

Abstract

This study seeks to analyze the determinants influencing the intention to utilize Augmented Reality (AR) technology in online buying. The impact of fundamental perceptions, including Perceived Relative Advantage and Perceived Complexity, on Attitude and Intention to Use has been examined. The moderating effect of Technology Anxiety, a personal variable, on the relationship between Perceived Relative Advantage and Intention to Use was examined. The study's results were gathered from online purchasing customers using a convenience sample. Moderator analysis was conducted utilizing Structural Equation Modelling and Hayes' PROCESS Macro technique to evaluate the hypotheses. The investigation revealed that Perceived Relative Advantage had a significant and positive influence on both Attitude and Usage Intention. While Perceived Complexity adversely influenced Attitude, it did not exert a direct substantial impact on Usage Intention. The primary finding is that Technology Anxiety has a considerably negative moderating effect on the beneficial impact of Perceived Relative Advantage on Usage Intention. This indicates that for those with elevated anxiety, a rise in perceived benefit correlates with a lesser increase in usage intention compared to those with low anxiety. The research highlights the significance of individual variances in the adoption of AR in online retail. Consumers experiencing elevated Technology Anxiety tend to engage with technology by disregarding its advantages, thereby constraining the influence of Perceived Relative Advantage. Retailers are encouraged to emphasize user-friendliness and interface simplicity, especially for high-anxiety individuals, to enhance the adoption of AR applications.

Keywords

• Augmented Reality
• Online Shopping
• Usage Intention
• Technology Anxiety
• Perceived Relative Advantage.

Supporting Institution

There is no supporting organisation

Ethical Statement

Permission for this study was granted by the Kastamonu University Research and Publication Ethics Committee for Social and Human Sciences by its decision dated 5 December 2022 and numbered 14/4.

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