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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


Are Consumers Ready for Augmented Reality? Factors Influencing Online Footwear Purchasing Intentions Using AR Technology


Author(s): Claudio Schapsis, Larry Chiagouris, Ngoc Cindy Pham

Citation: Claudio Schapsis, Larry Chiagouris, Ngoc Cindy Pham, (2021) "Are Consumers Ready for Augmented Reality? Factors Influencing Online Footwear Purchasing Intentions Using AR Technology," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 2,  pp. 21-37

Aricle Type: Research paper

Publisher: North American Business Press

Abstract:

Some online retailers flourished during the COVID-19 pandemic time. Apparel retailers face the dilemma of how to adapt a considerable part of their businesses to mobile commerce. Augmented Reality (AR) applications offer the capability to try clothing and footwear items virtually. We address critical factors for consumers to adopt AR to shop apparel in general and footwear in particular. Based on a real-life pilot, we present six Research Propositions that can be addressed in future research and introduce a novel approach to evaluate the UTAUT2 constructs that result in a new way to view Habit and Price Value often ignored in extant research.