Acceptance Of An Ar-Based In-Store Shopping Advisor - The Impact Of Psychological User Characteristics

We present a study on the acceptance of augmented reality-based product comparison and recommending in a physical store context. An online study was performed, in which a working prototype for head-mounted displays, developed in previous research, was used to showcase the concept. The survey included questionnaires to assess shopping behaviour, decision styles and propensity to adopt new technologies of the participants. A cluster analysis of these psychological traits reveals the existence of different types of customers, who also differ on their assessment of the system. While the technology adoption propensity index is the better predictor of the acceptance of an augmented reality shopping advisor, the results suggest that factors such as the user's previous experience, a high experiential chronic shopping orientation, or an intuitive decision style have a significant impact on it as well. Thus, predicting user acceptance solely based on one of the investigated psychological traits may be unreliable, and studying them in conjunction can provide a more accurate estimation.