Cultural pathways to intention toward augmented reality applications: the mediating roles of habit and resistance

Öz

This study investigates the antecedents of consumers’ behavioral intention to use augmented reality (AR) applications Data were collected from 432 users in Türkiye through face-to-face surveys. Structural equation modeling (SEM) was employed to test the proposed research model and hypotheses. The results indicate that the model explains 63.1% of the variance in behavioral intention to use AR. The study specifically examines the effects of habit and resistance on AR behavioral intention, as well as the direct and indirect effects of cultural values. The findings reveal that both habit and resistance have significant direct effects on behavioral intention. Moreover, all cultural dimensions exert a significant indirect effect through habit, demonstrating the mediating role of routinized behavior in AR adoption. However, resistance does not play a mediating role in the relationship between cultural values and behavioral intention. The study offers suggestions for firms seeking to enhance user engagement with AR applications.

Anahtar Kelimeler

• cultural values
• augmented reality
• technology habit
• technology resistance
• technology adoption

Etik Beyan

This study involved human participants and was conducted in accordance with the Declaration of Helsinki and the ethical guidelines of the Committee on Publication Ethics (COPE). This study was reviewed by the Scientific Research and Publication Ethics Committee of Bahçeşehir University at its meeting dated 03.12.2025 (Decision No. 2025/10) and was found to be in compliance with the principles of Scientific Research and Publication Ethics. Written informed consent was obtained from all participants prior to enrolment and before data collection commenced. Participation was voluntary, and all data were collected anonymously, with no personally identifiable information recorded.

Kaynakça

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