The Mediating Role of Trialability in Consumer Adoption of Augmented Reality Shopping for High-Involvement Products in South Africa

Abstract

South Africa's retail sector is driven by innovation; and the integration of augmented reality (AR) technology into the online shopping experience offers numerous possibilities. However, despite AR’s potential to transform the online shopping experience, particularly for high-involvement products, its adoption remains limited. Furthermore, there has been limited research on AR adoption in developing economies, such as South Africa. This study explored the factors that influence consumer adoption of AR shopping for high-involvement products, with specific focus on the mediating role of trialability. Employing a positivist approach and a descriptive research design, an online self-administered questionnaire was distributed to 664 respondents. The data was analysed using structural equation modelling with the statistical program Smart PLS. The results showed that perceived usefulness and trialability significantly and positively influence behavioural intention. Trialability was found to fully mediate the relationship between perceived ease of use, social influence, and behavioural intention. Trialability fully mediates the relationship between perceived usefulness and behavioural intention. By highlighting the importance of trialability, the study offers valuable insights for retailers and AR shopping developers aiming to improve consumers' online experiences and boost adoption in emerging markets. These findings contribute significantly to theoretical advancements by closing a critical gap in the literature concerning consumer adoption of online AR shopping, particularly in emerging markets, like South Africa. The theoretical and managerial implications discussed pave the way for strategies to foster acceptance and utilisation of AR technologies in shopping for high-involvement products.