Using Augmented Reality (AR) in e-commerce to promote products becomes more and more frequent. Using it efficiently can generate a differential that adds value to the product and / or service. This article aims to verify whether the use of AR influences the purchase decision process. Based on the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) models, a technology adoption model that integrates RA was created. A questionnaire was applied to a sample of 301 individuals. It was concluded that there are significant positive differences in eight of the defined hypotheses, namely regarding the use of AR in view of the purchase intention, in view of the ease of use and the purchase intention in relation to consumer behaviour.
Araújo, Rita; Teixeira, Sandrina; and Gonçalves, Maria José, "Augmented reality in the Online Buyer Decision Process" (2020). CAPSI 2020 Proceedings. 14.