How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions

- The adoption of Augmented Reality (AR) technologies in retailing is investigated.
- Two AR interaction approaches - markerless and marker-based - are compared.
- Measurement is performed with a direct and an indirect approach.
- Four experiments with a total of 978 participants are used for hypothesis testing.
- Findings reflect similarities and dissimilarities of the approaches.

Increasingly, retailers rely on interactive technologies to improve consumers' shopping experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated devices and software to explain, configure, and recommend products. On the other side, computer programs - so-called apps - are installed on the consumer's own device for the same purpose. They can be used at home, or - if installed on a mobile device - in retail outlets or on the move. In all cases, augmented reality (AR) can support these purposes by placing virtual content (e.g. new furniture) in a real environment (the consumer's home). The overall perception and acceptance toward such interactive technologies are discussed in this paper. Users' perceptions and experiences are measured by applying a modified technology acceptance model (TAM). Four experiments, two with marker-based and two with markerless AR apps are presented to support the generalization of the results, the measurement models and the measurement approach. The results are satisfactory with regard to the robustness of the TAM model. However, the relative importance of hedonic (enjoyment, pleasure, fun) and utilitarian (information) aspects varies for different kinds of AR apps and has to be considered for improvement to occur. From a measurement point of view the acquiescence bias has to be dealt with when developing scale items.