Abstract:

Augmented Reality (AR) is fact. Its ability to project digital information οn the physical world has created favorable prospects to stakeholders and encouraged a considerable number of smartphone users nowadays to take advantage of the AR features of mobile apps. Academia and the industry have eagerly tried to understand and anticipate how AR affects individuals’ perceptions, adoption intention and level of use. The present paper aims to examine the users’ reaction towards various factors, which influence their behavioral intention to adopt a mobile AR app in shopping malls. A set of theoretical constructs are combined with existing ones in the extant literature in order to extend the Unified Theory on Acceptance and Use of Technology (UTAUT) originally established by Venkatesh et al. in 2003. A proposed conceptual framework is discussed and examined; including Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Behavioral Intention, Reward and Enjoyment. The results provide meaningful insights to both academic community and practitioners.