To Study The Influence Of Augmented Reality Variables On Behavioral Intentions
DOI:
https://doi.org/10.66635/kvv51w97Keywords:
Augmented Reality (AR), Behavioral Intention, UTAUT, Service Quality, Self-Efficacy, Trust, PLS-SEM, Technology AdoptionAbstract
Augmented Reality (AR) is increasingly reshaping user experiences across sectors such as retail, education, and healthcare by integrating digital elements into the physical environment. Understanding the factors that drive users’ behavioral intentions to adopt AR is crucial for developing effective applications. This study investigates the influence of AR-related variables on behavioral intention by combining constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT) — performance expectancy, effort expectancy, social influence, and self-efficacy — with additional factors including service quality, trust, and security. Data were collected from 320 respondents through a structured questionnaire capturing demographics, AR usage frequency, and perceptions of AR services. The measurement and structural models were analyzed using CB-SEM and PLS-SEM to ensure reliability and validity. Findings reveal that service quality (β = 0.563, p < 0.001) has the strongest influence on behavioral intention, followed by performance expectancy (β = 0.194, p < 0.001), self-efficacy (β = 0.180, p < 0.001), trust (β = 0.059, p = 0.003), social influence (β = 0.055, p = 0.011), and effort expectancy (β = 0.048, p = 0.031). Security (β = 0.010, p = 0.374) was not significant, suggesting that users prioritize experiential and performance-related benefits over risk concerns. By extending the UTAUT model to include non-UTAUT variables, the study provides a comprehensive framework for understanding AR adoption behavior. The results offer practical guidance for developers and practitioners to enhance user engagement by improving service quality, usability, and trustworthiness. Future research can explore longitudinal trends, cross-cultural adoption patterns, and sector-specific applications to deepen insights into AR behavioral intention.
References
1.Perannagari, K. T., & Chakrabarti, S. (2020). Factors influencing acceptance of augmented reality in retail: insights from thematic analysis. International Journal of Retail & Distribution Management, 48(1), 18-34. https://doi.org/10.1108/IJRDM-02-2019-0063
2.Gäthke, J. (2020). The impact of augmented reality on overall service satisfaction in elaborate servicescapes. Journal of Service Management, 31(2), 227-246. https://doi.org/10.1108/josm-05-2019-0151.
3.Song, H.K., Baek, E. and Choo, H.J. (2019) ‘Try-on experience with augmented reality comforts your decision: focusing on the roles of immersion and psychological ownership’, Information Technology & People, Vol. 33, No. 4, pp.1214–1234.
4.Ng-Thow-Hing, V., Bark, K., Beckwith, L., Tran, C., Bhandari, R., & Sridhar, S. (2013, October). User-centered perspectives for automotive augmented reality. In IEEE international symposium on mixed and augmented reality (pp. 13-22).
5.Huang, T. L., & Hsu Liu, F. (2014). Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82-109.
6.Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306-319.
7.Chen, Y. S., & Lin, C. Y. (2019). Virtual object replacement based on real environments: Potential application in augmented reality systems. Applied Sciences, 9(9), 1797.
8.González Izard, Santiago & Juanes, Juan. (2021). App Design and Implementation for Learning Human Anatomy Through Virtual and Augmented Reality. 10.4018/978-1-7998-4156-2.ch004.
9.Jung, T. H., & Tom Dieck, M. C. (2017). Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places. Journal of Place Management and Development, 10(2), 140-151.
10.Alimamy, S., & Al-Imamy, S. (2022). Customer perceived value through quality augmented reality experiences in retail: The mediating effect of customer attitudes. Journal of Marketing Communications, 28(4), 428-447. https://doi.org/10.1080/13527266.2021.1897648.
11.Mitrovic, K., Novakovic, N., Spajic, J. and Cosic, I. (2021) ‘Augmented reality in marketing – state of art’, Annals of DAAAM and Proceedings of the International DAAAM Symposium, Vol. 32, No. 1, pp.566–575 [online] https://doi.org/10.2507/32nd.daaam.proceedings.081
12.Huang, T. L., Mathews, S., & Chou, C. Y. (2019). Enhancing online rapport experience via augmented reality. Journal of Services Marketing, 33(7), 851-865.
13.Kim, Y. G., & Kim, W. J. (2014). Implementation of augmented reality system for smartphone advertisements. international journal of multimedia and ubiquitous engineering, 9(2), 385-392.
14.Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of interactive marketing, 39(1), 89-103.
15.Udayan, J. D., Kataria, G., Yadav, R., & Kothari, S. (2020, February). Augmented reality in brand building and marketing–valves industry. In 2020 international conference on emerging trends in information technology and engineering (ic-ETITE) (pp. 1-6). IEEE.
16.Hamasaki, M., Takeda, H., & Nishimura, T. (2008, October). Network analysis of massively collaborative creation of multimedia contents: case study of hatsune miku videos on nico nico douga. In Proceedings of the 1st international conference on Designing interactive user experiences for TV and video (pp. 165-168).
17.Alha, K., Koskinen, E., Paavilainen, J., & Hamari, J. (2019). Why do people play location-based augmented reality games: a study on Pokémon GO. Computers in Human Behavior, 93, 114-122.
18.Yuen, S. C. Y., Yaoyuneyong, G., & Johnson, E. (2011). Augmented reality: An overview and five directions for AR in education. Journal of Educational Technology Development and Exchange (JETDE), 4(1), 11.
19.Bower, M., Howe, C., McCredie, N., Robinson, A., & Grover, D. (2014). Augmented Reality in education–cases, places and potentials. Educational Media International, 51(1), 1-15.
20.De Paolis, L. T. (2017, April). Augmented visualization as surgical support in the treatment of tumors. In International Conference on Bioinformatics and Biomedical Engineering (pp. 432-443). Cham: Springer International Publishing.
21.Eckert, M., Volmerg, J. S., & Friedrich, C. M. (2019). Augmented reality in medicine: systematic and bibliographic review. JMIR mHealth and uHealth, 7(4), e10967.
22.Meža, S., Turk, Ž., & Dolenc, M. (2015). Measuring the potential of augmented reality in civil engineering. Advances in engineering software, 90, 1-10.
23.Li, X., Yi, W., Chi, H. L., Wang, X., & Chan, A. P. (2018). A critical review of virtual and augmented reality (VR/AR) applications in construction safety. Automation in construction, 86, 150-162.
24.Regenbrecht, H., Baratoff, G., & Wilke, W. (2005). Augmented reality projects in the automotive and aerospace industries. IEEE computer graphics and applications, 25(6), 48-56.
25.Canciani, M., Conigliaro, E., Del Grasso, M., Papalini, P., & Saccone, M. (2016). 3D survey and augmented reality for cultural heritage. The case study of Aurelian wall at Castra Praetoria in Rome. The International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, 41, 931-937.
26.Fidas, C., Sintoris, C., Yiannoutsou, N., & Avouris, N. (2015, July). A survey on tools for end user authoring of mobile applications for cultural heritage. In 2015 6th International Conference on Information, Intelligence, Systems and Applications (IISA) (pp. 1-5). IEEE.
27.Han, D. I., Jung, T., & Gibson, A. (2014, January). Dublin AR: implementing augmented reality in tourism. In Information and Communication Technologies in Tourism 2014: Proceedings of the International Conference in Dublin, Ireland, January 21-24, 2014 (pp. 511-523). Cham: Springer International Publishing.
28.Zeng, G., Cao, X., Lin, Z., & Xiao, S. H. (2020). When online reviews meet virtual reality: Effects on consumer hotel booking. Annals of Tourism Research, 81, 102860.
29.Milgram, P., Takemura, H., Utsumi, A., & Kishino, F. (1995, December). Augmented reality: A class of displays on the reality-virtuality continuum. In Telemanipulator and telepresence technologies (Vol. 2351, pp. 282-292). Spie.
30.Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of interactive marketing, 39(1), 89-103.
31.Madden, K., & Carstensen, C. (2019). Augmented reality in nursing education. Kai Tiaki: Nursing New Zealand, 25(5), 28-29.
32.Karczmarz, D., K. Butelski, P. Ma˛drzycki, W. Puchalski, M. Szczekała, M. Zasada, and A. Nikodym-Bilska. 2017. Procedural and diagnostic simulator of the virtual reality anti-aircraft missile set with elements of augmented reality. Journal of Machine Construction and Maintenance. Problemy Eksploatacji 2017:296. doi: 10.17814/mechanik.2015.7.296.
33.Garcia, C. A., Naranjo, J. E., Ortiz, A., & Garcia, M. V. (2019). An approach of virtual reality environment for technicians training in upstream sector. Ifac-Papersonline, 52(9), 285-291.
34.Saleem, M., Kamarudin, S., Shoaib, H. M., & Nasar, A. (2022). Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan. Journal of Internet Commerce, 21(4), 497-525.
35.Daponte, P., De Vito, L., Picariello, F., & Riccio, M. (2014). State of the art and future developments of the Augmented Reality for measurement applications. Measurement, 57, 53-70.
36.Fritz, W., Hadi, R., & Stephen, A. (2023). From tablet to table: How augmented reality influences food desirability. Journal of the Academy of Marketing Science, 51(3), 503–529
37.Hoffmann, S., Joerß, T., Mai, R., & Akbar, P. (2022). Augmented reality-delivered product information at the point of sale: When information controllability backfires. Journal of the Academy of Marketing Science, 50(4), 743–776.
38.Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85–98.
39.Plangger, K., Grewal, D., de Ruyter, K., & Tucker, C. (2022). The future of digital technologies in marketing: A conceptual framework and an overview. Journal of the Academy of Marketing Science, 50(6), 1125–1134.
40.De Keyser, A., & Van Vaerenbergh, Y. (2024). Beyond the snafu: Research directions in customer experience-led business transformation. AMS Review, 14(1), 144–157.
41.Kumar, H., Rauschnabel, P. A., Agarwal, M. N., Singh, R. K., & Srivastava, R. (2024). Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing. Information & Management, 61(2), 103910.
42.Yuan, M. L., Ong, S. K., & Nee, A. Y. C. (2008). Augmented reality for assembly guidance using a virtual interactive tool. International journal of production research, 46(7), 1745-1767.
43.Clawson, T. (2009). Augmented reality: Don't believe the hype. Revolution Magazine, 12, 44-46.
44.Farhad, M. (2009). Augmented Reality Swoops In. Fast Company, 140,
45.ABI Research (2009), retrived from : https://www.marketingdive.com/ex/mobilemarketer/cms/news/advertising/4475.html#:~:text=As%20advertisers%20leverage%20the%20augmented,%2C%20Oyster%20Bay%2C%20New%20York.
46.Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
47.McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in human behavior, 101, 210-224.
48.Caboni, F., & Hagberg, J. (2019). Augmented reality in retailing: a review of features, applications and value. International Journal of Retail & Distribution Management, 47(11), 1125-1140.
49.Lee, Y., Kozar, K. A., & Larsen, K. R. (2003). The technology acceptance model: Past, present, and future. Communications of the Association for information systems, 12(1), 50.
50.Craig, A. B. (2013). Understanding augmented reality: Concepts and applications.
51.Cho, H., & Schwarz, N. (2010). I like those glasses on you, but not in the mirror: Fluency, preference, and virtual mirrors. Journal of Consumer Psychology, 20(4), 471-475. http://refhub.elsevier.com/S2773-0670(24)00021-9/sref8
52.Javornik, A. (2016). ‘It’s an illusion, but it looks real!’Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987-1011.
53.Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021). Augmented reality in smart retailing: A (n)(A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464.
54.Hilken, T., de Ruyter, K., Chylinski, M. et al. Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. J. of the Acad. Mark. Sci. 45, 884–905 (2017). https://doi.org/10.1007/s11747-017-0541-x
55.Arghashi, V., & Yuksel, C. A. (2022). Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.
56.Huang, T. L., & Liao, S. L. (2017). Creating e-shopping multisensory flow experience through augmented-reality interactive technology. Internet Research, 27(2), 449-475.
57.Lin, K. Y., & Huang, T. K. (2024). Shopping in the digital world: How augmented reality mobile applications trigger customer engagement. Technology in Society, 77, 102540.
58.Hilken, T., de Ruyter, K., Chylinski, M. et al. Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. J. of the Acad. Mark. Sci. 45, 884–905 (2017). https://doi.org/10.1007/s11747-017-0541-x
59.Moriuchi, E., Landers, V. M., Colton, D., & Hair, N. (2020). Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing, 29(5), 375–389. https://doi.org/10.1080/0965254X.2020.1740766
60.Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business horizons, 59(2), 149-161.
61.Aslam, U., & Davis, L. (2024). Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector. Journal of Retailing and Consumer Services, 76, 103577.
62.Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing. Journal of Retailing, 95(4), 219-234.
63.Chekembayeva, G., Garaus, M., & Schmidt, O. (2023). The role of time convenience and (anticipated) emotions in AR mobile retailing application adoption. Journal of Retailing and Consumer Services, 72, 103260.
64.Marto, A.; Gonçalves, A.; Martins, J.; Bessa, M. Applying UTAUT Model for an Acceptance Study Alluding the Use of Augmented Reality in Archaeological Sites. In Proceedings of the 14th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications (VISIGRAPP 2019), Prague, Czech Republic, 25–27 February 2019; Volume 2, pp. 111–120.
65.Ajzen, I.; Fishbein, M. Understanding Attitudes and Predicting Social Behaviour; Prentice-Hall: Englewood Cliffs, NJ, USA, 1980.
66.Sheppard, B.H.; Hartwick, J.O.N.; Warshaw, P.R. The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. J. Consum. Res. 1988, 15, 325–343. [CrossRef]
67.Davis, F.D. A Technology Acceptance Model for Empirically Testing New End-User Systems: Theory and Results. Ph.D. Thesis, Massachusetts Institute of Technology, Cambridge, MA, USA, 1986.
68.Venkatesh, V.; Davis, F.D. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Manag. Sci. 2000, 46, 186–204. [CrossRef]
69.Venkatesh, V.; Bala, H. Technology Acceptance Model 3 and a Research Agenda on Interventions. Decis. Sci. 2008, 39, 273–315. [CrossRef]
70.Delone, W.H.; Mclean, E.R. The DeLone and McLean Model of Information Systems Success. J. Manag. Inf. Syst. 2003, 19, 9–30
71.Venkatesh, V.; Morris, M.G.; Davis, G.B.; Davis, F.D. User Acceptance of Information Technology: Toward a Unified View. MIS Q. 2003, 27, 425–478. [CrossRef]
72.Venkatesh, V.; Thong, J.Y.L.; Xu, X. Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Q. 2012, 36, 157–178. [CrossRef]
73.Madigan, R.; Louw, T.; Dziennus, M.; Graindorge, T.; Ortega, E.; Graindorge, M.; Merat, N. Acceptance of Automated Road Transport Systems (ARTS): An Adaptation of the UTAUT Model. Transp. Res. Procedia 2016, 14, 2217–2226. [CrossRef]
74.Shen, C.W.; Ho, J.T.; Kuo, T.C.; Luong, T.H. Behavioral Intention of Using Virtual Reality in Learning. In Proceedings of the International World Wide Web Conference Committee, Creative Commons CC, Perth, Australia, 3–7 April 2017; pp. 129–137.
75.Harris, M.E.; Mills, R.J.; Fawson, C.; Johnson, J.J. Examining the Impact of Training in the Unified Theory of Acceptance and Use of Technology. J. Comput. Inf. Syst. 2018, 58, 221–233. [CrossRef]
76.Alqahtani, H.; Kavakli, M. A Theoretical Model to Measure User’s behavioural intention to Use iMAP-CampUS App. In Proceedings of the 12th IEEE Conference on Industrial Electronics and Applications (ICIEA), Siem Reap, Cambodia, 18–20 June 2017; pp. 681–686.
77.tom Dieck, M.C.; Jung, T. A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Curr. Issues Tour. 2018, 21, 154–174. [CrossRef]
78.Usoro, A.; Shoyelu, S.; Kuofie, M. Task-Technology Fit and Technology Acceptance Models Applicability to e-Tourism. J. Econ. Dev. Manag. IT Financ. Mark. 2010, 2, 1–32.
79.Escobar-Rodríguez, T.; Carvajal-Trujillo, E. Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model. Tour. Manag. J. 2014, 43, 70–88. [CrossRef]
80.Ibá nez, M.B.; Serio, Á.D.; Villarán, D.; Delgado-Kloos, C. The Acceptance of Learning Augmented Reality Environments: A Case Study. In Proceedings of the 16th International Conference on Advanced Learning Technologies (ICALT), Austin, TX, USA, 25–28 July 2016; pp. 307–311.
81.Shang, L.W.; Siang, T.G.; bin Zakaria, M.H.; Emran, M.H. Mobile augmented reality applications for heritage preservation in UNESCO world heritage sites through adopting the UTAUT model. AIP Conf. Proc. 2017, 1830, 030003.
82.Chung, N.; Han, H.; Joun, Y. Tourists’ Intention to Visit a Destination: The Role of Augmented Reality (AR) Application for a Heritage Site. Comput. Hum. Behav. 2015, 50, 588–599. [CrossRef]
83.Kourouthanassis, P.; Boletsis, C.; Bardaki, C.; Chasanidou, D. Tourists Responses to Mobile Augmented Reality Travel Guides: The Role of Emotions on Adoption Behavior. Pervasive Mob. Comput. 2015, 18, 71–87. [CrossRef]
84.Rodrigues, J.M.; Ramos, C.M.; Pereira, J.A.; Sardo, J.D.; Cardoso, P.J. Mobile Five Senses Augmented Reality System: Technology Acceptance Study. IEEE Access 2019, 7, 163022–163033. [CrossRef]
85.Rampersad, G., Plewa, C., & Troshani, I. (2012). Investigating the use of information technology in managing innovation: A case study from a university technology transfer office. Journal of Engineering and Technology Management, 29(1), 3–21. https://doi.org/10.1016/j.jengtecman.2011.09.002
86.Hasan, R., Liu, Y., Kitchen, P. J., & Rahman, M. (2019). Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study. Strategic Change, 28(5), 345–353. https://doi.org/10.1002/jsc.2289
87.Hung, D. N., Tham, J., Azam, S. M. F., & Khatibi, A. A. (2019). An empirical analysis of perceived transaction convenience, performance expectancy, effort expectancy and behavior intention to mobile payment of Cambodian users. International Journal of Marketing Studies, 11(4). https://doi.org/10.5539/ijms.v11n4p77
88.Madan, K., & Yadav, R. (2016). Behavioural intention to adopt mobile wallet: A developing country perspective. Journal of Indian Business Research, 8(3). https://doi.org/10.1108/JIBR10-2015-0112
89.Doa, N. H., Tham, J., Khatibi, A. A., & Azam, S. M. F. (2019). An empirical analysis of Cambodian behavior intention towards mobile payment. Management Science Letters, 9(12). https://doi.org/10.5267/j.msl.2019.7.011
90.Moorthy, K., Loh, C. T., Kwong, C. Y., Ang, W. H., Lee, J. I., Poon, C. F., & Tan, J. Y.. (2020). What drives the adoption of mobile payment? A Malaysian perspective. International Journal of Finance & Economics, 25(3), 349–364. https://doi.org/10.1002/ijfe.1756
91.Lai, P. (2017). The literature review of technology adoption models and theories for the novelty technology. Journal of Information Systems and Technology Management, 14(1), 21–38. https://doi.org/10.4301/S1807-17752017000100002
92.Raza, A., Shaikh, H., Qureshi, M. S., Qayyum, N. U., & Shah, A. (2018). A conceptual framework for measuring acceptance of contactless payment methods. 2018 IEEE 5th International Conference on Engineering Technologies and Applied Sciences (ICETAS). https://doi.org/10.1109/ICETAS.2018.8629179
93.Fadzil, F. (2017). A study on factors affecting the behavioral intention to use mobile apps in Malaysia. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3090753
94.Slade, E. L., Dwivedi, Y. K., Piercy, N. C., & Williams, M. D. (2015). Modeling Cconsumers’ adoption intentions of remote mobile payments in the United Kingdom: Extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860–873. https://doi.org/10.1002/mar.20823
95.Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International Journal of Information Management, 34(5), 689–703. https://doi.org/10.1016/j.ijinfomgt.2014.06.004
96.Venkatesh, Morris, Davis, & Davis. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
97.Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469. https://doi.org/10.1016/j.chb.2017.03.066
98.Feng, Z., Tham, J., & Azam, S. M. F. (2019). Determinants of users’ willingness to use mobile payment: an empirical study in Tongren Univerisity, China. European Journal of Management and Marketing Studies, 4(4), 16–38. https://doi.org/10.5281/zenodo.3560323
99.Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460–474. https://doi.org/10.1016/j.chb.2017.01.001
100.Prapaspong, T., & Pimpanit, T. (2024). Factors influencing student teachers’ intention to use mobile augmented reality in primary science teaching. Education and Information Technologies.
101.Li, X., El-Aasar, Y., Cabero-Almenara, J., & Ma, Y. (2023). The mobile augmented reality acceptance model for teachers and future teachers. Education and Information Technologies.
102.Hassan, S., Khalid, S., & others. (2022). The effects of trust on behavioral intention and use behavior within e-government contexts. International Journal of Information Management, 67, 102553.
103.Ahmad, M., & Farooq, S. (2023). Investigating Academic Major Differences in perception of Computer Self-efficacy and Intention toward E-learning Adoption in China. (Note: While this study emphasizes self-efficacy in e-learning, its findings on trust & security in related digital adoption offer relevant parallels.)
104.Chen, L., & Wu, Y. (2023). Investigating the Role of Perceived Risk, Perceived Security and Perceived Trust on Smart m-Banking Application Using SEM. Sustainability, 15(13), 9908.
105.Nguyen, T., & Huynh, P. (2023). Influence of mobile application service quality and convenience on young customer retention. Service & Marketing journals.
106.Tran, H. (2024). Understanding user information behaviour: An analysis of data protection measures on digital platforms.
107.Ezzat, E., & Ibrahim, A. (2025). The Impact of Financial Technology on Bank's Performance in Egypt: The Moderating Role of COVID-19 Pandemic. Available at SSRN 5118760.
108.Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in human behavior, 21(6), 873-891.
109.Zmijewska, A., Lawrence, E., & Steele, R. (2004). Towards Understanding of Factors Influencing User Acceptance of Mobile Payment Systems. Icwi, 2004, 270-277.
110.Abu-Taieh, E. M., Alhadid, I., Abu-Tayeh, S., Masa’deh, R. E., Alkhawaldeh, R. S., Khwaldeh, S., & Alrowwad, A. A. (2022). Continued intention to use of M-Banking in Jordan by integrating UTAUT, TPB, TAM and service quality with ML. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 120.
111.Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90.
112.Cheah, J. H., Magno, F., & Cassia, F. (2024). Reviewing the SmartPLS 4 software: the latest features and enhancements.
113.Afthanorhan, W. M. A. B. W. (2013). A comparison of partial least square structural equation modeling (PLS-SEM) and covariance based structural equation modeling (CB-SEM) for confirmatory factor analysis. International Journal of Engineering Science and Innovative Technology, 2(5), 198-205.
114.Chin, W. W., Kim, Y. J., & Lee, G. (2013). Testing the differential impact of structural paths in PLS analysis: A bootstrapping approach. In New perspectives in partial least squares and related methods (pp. 221-229). New York, NY: Springer New York.
115.Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International journal of information management, 37(3), 99-110.
116.Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model. Information systems frontiers, 21(3), 719-734.
117.Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International journal of information management, 59, 102168.
118.Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.
119.Pooja, Verma, P., & Singh, J. (2024). Does reality congruence determine e-commerce customer’s engagement? Role of service quality, trust and commitment. The TQM Journal.
120.Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
121.Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International journal of information management, 43, 342-350.
