AUGMENTED REALITY AND SMART RETAIL: A STUDY ON USER PERCEPTION1

Abstract

Objective: to analyze the impact of using augmented reality on the user's shopping experience on mobile devices. Methodology: Based on the Technology Acceptance Model (TAM), adapted by Castro (2020), the CoralVisualizer application was used for augmented reality applications. A Structural Equation Modeling (SEM) was developed using the SmartPLS 4® software. Thus, online, and face-to-face questionnaires were applied, with a sample of 190 respondents. Relevance/originality: An approach that is increasingly recognized as having the potential to enable smart retailing is augmented reality apps. Therefore, this study addresses research gaps that aim to differentiate augmented reality value creation processes from other interactive process technologies, especially in the civil construction sector, based on multivariate data analysis. Results: The results obtained show that consumers are more satisfied, confident, and confident in their product choice when they experience a virtual product using AR, in addition to being happier and more relaxed while using this technology. The cognitive aspect of choice being the most dominant consideration for consumers. Theoretical/methodological contributions: the theoretical relevance lies in the advancement of the use of TAM adapted for augmented reality technologies, placing itself as a model for evaluating the experience of consumers. The methodological relevance lies in the statistical tests carried out to analyze hypotheses for the use of new technologies that are still little explored in retail.