Consumer acceptance of AR Technology in e-commerce in the light of the Covid-19 pandemic: A conceptual perspective

Abstract

Toward the „new normal” after Covid-19 – a post-transition economy perspective contains a collection of 21 papers addressing the societal, political, economic, and managerial challenges of the post-pandemic world. The book is divided into three parts. Part one touches on the supranational and national level aspects of the Covid-19 pandemic. Part two focuses on business sectors and industries, whereas part three provides the perspective of companies. Authors – researchers from the PUEB’s Institute of International Business and Economics – share their research results, voice concerns, and offer recommendations on creating today’s world more immune to shocks and ready for unknowns. The pandemic of Covid-19 revealed many weaknesses of the global economy, national economies and states, business sectors, and individual companies. It’s undoubtedly the turning point, but simultaneously it’s an opportunity and a spur to change toward the new and sustainable normal.

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TOWARD THE "NEW NORMAL"
AFTER COVID-19
– A POST-TRANSITION
ECONOMY PERSPECTIVE
Ewa Mińska-Struzik
Barbara Jankowska
Editors
This book is available under the Creative
Commons 4.0 license — Attribution-
Noncommercial-No Derivative Works
© Copyright by Poznań University
of Economics and Business
Poznań 2021
ISBN 978-83-8211-060-9
eISBN 978-83-8211-061-6
https://doi.org/10.18559/978-83-8211-061-6
TOWARD THE "NEW NORMAL"
AFTER COVID19
 A POSTTRANSITION
ECONOMY PERSPECTIVE
Ewa Mińska-Struzik
Barbara Jankowska
Editors

6. Consumer acceptance of AR Technology
in e-commerce in the light of the Covid-19
pandemic: Aconceptual perspective
Małgorzata Bartosik-Purgat
Poznań University of Economics and Business
Institute of International Business and Economics
Department of International Management
malgorzata.bartosik-purgat@ue.poznan.pl
Tomasz Grzegorczyk
Poznań University of Economics and Business
Institute of International Business and Economics
Department of International Management
tomasz.grzegorczyk@ue.poznan.pl
Wiktoria Rakowska
Poznań University of Economics and Business
Institute of International Business and Economics
Department of International Management
kzm@ue.poznan.pl
Abstract
Purpose: The main object ive of the chapter is th reefold: to conduct literature review, to devel-
op a model of consumer acceptance of augmented reality (AR) in e-commerce, and research
hypotheses. The model will emphasize the factors (motives and risks) aecting the accept-
ance of AR technologies by e-commerce consumers.
Design/methodology/approach: The study used inductive research approach whose results
will be the key basis for primary research. The main research method was literature review:
the meta-synthesis method.
Findings: We developed a model of factors inuencing the acceptance of AR technology in
e-commerce based on the Unied Theory of Acceptance and Use of Technology (UTAUT2).
6. Consumer acceptance of AR Technology in e-commerce…
Suggested citation
Bartosik-Purgat, M., Grzegorczyk, T., & Rakowska, W. (2021). Consumer acceptance of AR Technology in e-commerce in
the light of the Covid-19 pandemic: A conceptual perspective. In E. Mińska-Str uzik, & B. Jankowska (Eds.), Toward the
“new normal” after Covid-19 – a post-transition economy perspective (pp. 186–195). Poznań University of Economics and
Business Press. https://doi.org/10.18559/978 -83-8211-061-6/II6

187
6. Consumer acceptance of AR Technology in e-commerce…
The following factors were included into the proposed model as predictors of acceptance: per-
formance expectancy, eort expectancy, hedonic motivation, perceived AR risk, privacy risk.
Research limitations/implications: The main limitation of this research is its conceptual
character. Future research should aim to empirically verify the proposed model.
Practical implications: By showing the possibilities and actual acceptance of AR’s use in
selected countries, the research might contribute to the development of a set of guidelines for
enterprises in the e-commerce branch and, eventually, improve their international competi-
tiveness, e.g. by guiding product and promotion strategies.
Originality and value: Based on the literature review, this chapter proposes a novel research
model of consumer acceptance of AR in e-commerce, which can be veried in the future
research.
Keywords: Augmented Reality, consumer acceptance, e-commerce, covid-19.
6.1. Introduction
The development of digital technologies led both producers and consumers to
changes in their preferences and activities. The Covid-19 pandemic that exploded
at the end of 2019 in China also changed consumer behaviors and attitudes in
terms of shopping. One of the rapid eects was an increase of online shoppers’
number regarding to dierent categories of products; even those that have been
purchased only oine so far.
Interactive technologies are transforming retailing by e-commerce develop-
ment and increasing the competitiveness of local and international companies
(Caboni & Hagberg, 2019). One of such technologies is augmented reality (AR),
whose use has increased especially during the Covid-19 pandemic. Augmented
reality is a digital technology that could be considered impactful in redening
the concept of retail stores. It shapes a new space where physical and augmented/
virtual objects are integrated (Flavián Ibáñez-Sánchez & Orús, 2019). Increas-
ingly, retailers rely on interactive technologies to improve consumers’ shopping
experiences. For example, dedicated interactive devices like kiosks and smart mir-
rors can congure and recommend products and explain their features. Moreover,
applications are installed on a consumer’s own device for the same purpose. In all
cases, AR can improve consumer experience by placing virtual content in a real
environment (Rese, Baier, Geyer-Schulz, & Schreiber, 2017).
Consumers have dierent attitudes and preferences toward AR technology
use. Their acceptance (understood as the intention to use) of AR in e-commerce
may be shaped by dierent factors associated both with AR’s advantages and risks.
The research related to the problem of consumer acceptance of AR technology in
e-commerce is still at its early stage and is rarely presented in the literature.

188 PART 2. CHALLENGES FORBUSINESS SECTORS AND INDUSTRIES
The main objective of the chapter is threefold: to conduct literature review,
develop a model of consumer acceptance of AR in e-commerce and research hy-
potheses. The model will emphasize the factors (motives and risks) aecting the
acceptance of AR technologies by e-commerce consumers. Authors used induc-
tive research approach and the results will be the key basis for primary research.
The main research method was literature review: the meta-synthesis method.
6.2. Model and hypotheses development
The Covid-19 pandemic shapes new life and work styles, business models, and
our attitudes to the environment. The things and behaviors (e.g. online working,
teaching, and learning, mostly online shopping) that recently seemed impossible
became standard. The Covid-19 pandemic contributes to the destruction of many
types of businesses in various industries, e.g. tourism, gastronomy, hospitality,
and airlines, but it also leads to an increase in the number of online transactions.
The technology that helps in making online purchasing decisions is augmented
reality (AR).
Despite the diverse possibilities of AR application and its advantages (e.g. bet-
ter product selection, fewer online shopping returns), AR is still not widespread in
e-commerce. One of the reasons is the cost of AR implementation, while other rea-
sons are consumer acceptance of new technologies and associated risks. However,
during the Covid-19 pandemic and its immediate aftermath, e-commerce is likely
to ourish. For a long time, it was highly likely that consumers will prefer to buy
products online rather than go shopping in crowded shopping malls. According to
Kissler, Tedijanto, Goldstein, Grad, & Lipstich (2020) prediction of dierent sce-
narios of post-pandemic behavior, one of the main conclusions is that people would
maintain social distancing over a long time. Hence, traditional shopping will likely
become more often replaced by online shopping. The AR technology allows con-
sumers to mitigate the drawbacks of online shopping by giving the possibility to
try on a product by e.g. showing a pair of glasses on a consumer’s face or showing
how a new wardrobe ts in the bedroom. Another reason for AR’s growing popu-
larity is the forthcoming introduction of high-speed mobile Internet thanks to the
5G standard, which will allow many industries to greatly benet from introducing
AR. Some e-commerce specialists like Nate Smith (Group Manager of Product
Marketing for Adobe Analytics) say that “right now, as consumers increasingly
use digital methods to prepare for a possible emergency, retailers need to ensure
smooth, frictionless, and fast experiences on their e-commerce websites and mo-
bile applications. Meeting your customers’ needs and expectations at a time like
this is imperative: it could either make or break your brand” (Abramovich, 2020).

189
6. Consumer acceptance of AR Technology in e-commerce…
AR technology oers many solutions that are dicult to achieve in traditional
online shopping, e.g.:
• AR allows the customer to visualize the experience of using the product before
buying it, which solves the issue of lack of physical contact;
• AR in e-commerce can reduce the number of returned products ordered online
(which is very costly for online stores);
• AR gives an opportunity to see other variants of the product (color, size, tex-
ture, etc.) and compare them easily with each other without having to visit
a stationary store;
• AR facilitates product selection while reducing the risk of dissatisfaction after
purchase (returns, exchanges, complaints); the product can be viewed in con-
ditions similar to a real store visit;
• AR allows companies to post additional information about the product and
to present it more accurately; the seller can describe the item using virtual,
interactive texts, graphics and video formats that appear when the customer
focuses on the selected product.
In the past ten years, studies all over the world investigated AR’s attractiveness,
mainly in the sectors of education or tourism (Yuen, Yaoyuneyong, & Johnson,
2013; Buhalis et al., 2019). These studies often present AR as a device delivering
customer value (Dacko, 2017). However, these are mainly conceptual articles that
present literature studies with proposed theoretical models to be empirically tested
in the future. Empirical studies researching consumer behavior or attitudes toward
AR are quite rare (e.g. Ha & Jang, 2013; Grzegorczyk, Sliwinski, & Kaczmarek,
2019).
This chapter presents a conceptual consideration that can be treated as pre-re-
search study before empirical measurement, in which the main aim will be to
identify the signicance of factors (motives and risks) that aect the acceptance
of AR technologies among e-commerce consumers. The theoretical background
of the project refers to the consumer behavior and motivation theories, Technology
Acceptance Model (TAM) and its subsequent developments such as the Unied
Theory of Acceptance and Use of Technology (UTAUT) and the theory of per-
ceived value. In 2016, Venkatesh et al. adapted the UTAUT to consumer use by
creating UTAUT2. According to the UTAUT2, technology acceptance is deter-
mined by performance expectancy, eort expectancy, social inuence, facilitating
conditions, hedonic motivation, price value, and habit, while being moderated by
age, gender, and experience. However, lately many studies do not directly use
TAM and its successors to study the acceptance of a particular technology but
instead combine them with other theories and variables. Authors decided to follow
this approach as it allows us to consider the characteristics of a specic innovation.

190 PART 2. CHALLENGES FORBUSINESS SECTORS AND INDUSTRIES
Authors noticed similarities between the concept of user acceptance and per-
ceived consumer value. One of the main ideas behind the latter is that perceived
value consists of both positive and negative elements (benets and costs; Zeithaml,
1988). Consequently, authors decided to introduce the factors negatively inuenc-
ing user acceptance into conceptual model. To that end, authors used the concept
of perceived risk that is “the expectation of losses associated with purchase and
acts as an inhibitor to purchase behavior” (Peter & Ryan, 1976). Another common
point between the UTAUT2 and the theory of perceived value is that many of the
factors from the UTAUT2 bear signicant similarity to the four elements of value
in accordance with the PERVAL model (Sweeney & Soutar, 2001), based on the
theory of consumption values (Sheth, Newman, & Gross, 1991).
For the purposes of this study, authors developed a model of factors inu-
encing the acceptance of AR technology in e-commerce based on the UTAUT2
(Figure 1). The literature review allowed us to formulate the research hypotheses
that should be veried in the empirical stage of research process. Authors do not
consider personal factors, although authors are aware of their importance.
H1(+)
H2(+)
H3(+)
H4(+)
H5(–)
Performance
expectancy
Effort
expectancy
Hedonic
mo�va�on
Perceived AR
risk
Perceived
privacy risk
Acceptance
(behavioral
inten�on)
Figure 1. Conceptual model presenting factors inuencing customer
acceptance of AR technology in e-commerce
Source: Own elaboration.
Almost every acceptance model includes a construct responsible for the func-
tionality aspect that usually turns out to be the most important one in terms of
various technological innovations (e.g. Gao & Bai, 2014; Morosan & DeFranco,
2016). The performance expectancy factor answers the question whether consum-
ers deem AR useful, worthy of their attention, and improving their productivity.

191
6. Consumer acceptance of AR Technology in e-commerce…
While the majority of research (e.g. Hilken, De Ruyter, Chylinski, Mahr, & Keel-
ing, 2017; Rese et al., 2017; Yim, Chu, & Sauer, 2017) nds that the utilitarian
aspect of AR is the most important predictor of AR acceptance in e-commerce,
Bonnin’s study (2020) presents surprisingly mixed ndings. This underlines the
need for further studies and clarication of previous research ndings. Authors
believe that AR’s application in e-commerce brings signicant functional benets
to consumers which they consider. Therefore, authors hypothesize that:
H1: Consumers’ performance expectancy has a positive eect on their ac-
ceptance of AR in e-commerce.
Eort expectancy also stems from the UTAUT2, and it measures how easy
it is to use AR in e-commerce (Venkatesh, Thong, & Xu, 2016). Consumers of-
ten resist new, undiused technologies due to their fear of lack of technological
prociency. The role of the ease of use in the acceptance of various technological
was conrmed multiple times (e.g. Su, Wang, & Yan, 2018). The signicance of
the ease of use was conrmed by Huang and Liao (2015), Rese et al. (2017), and
Spreer and Kallweit (2014). Authors believe that consumers’ eort expectancy of
AR is especially important at the current low stage of diusion of AR, as most
consumers still have not had any previous experience with AR. Therefore, authors
hypothesize that:
H2: Consumers’ eort expectancy of AR’s use has a positive eect on their
acceptance of AR in e-commerce.
Hedonic motivation also stems from the UTAUT2, and it measures the de-
gree to which users perceive using AR in e-commerce as enjoyable; similar to
emotional value from the PERVAL model. Previous research shows that it plays
a signicant role in the acceptance of various technologies (e.g. Ingham, Cadieux,
& Mekki Berrada, 2015; Yang, Yu, Zo, & Choi, 2016). Moreover, in the area of AR
research, hedonic motivation and similar factors (e.g. enjoyment) are conrmed
to inuence both AR’s acceptance in e-commerce (e.g. Hilken et al., 2017; Rese
et al., 2017) and similar measures such as user experience or attractiveness (e.g.
Bonnin, 2020; Grzegorczyk et al., 2019; Poushneh, 2018). Authors believe that
hedonic motivation is crucial for AR’s acceptance in e-commerce, as traditional
online purchases may lack the “thrill” associated with the shopping process linked
with a greater degree of contact with the oered goods and the possibility of trying
them on. AR in e-commerce may mitigate this issue to some extent and imitate
the thrill of shopping. Therefore, authors hypothesize that:
H3: Consumers’ hedonic motivation has a positive eect on their accept-
ance of AR in e-commerce.

192 PART 2. CHALLENGES FORBUSINESS SECTORS AND INDUSTRIES
One of the main ideas behind the theory of perceived value is that it consists
of both positive and negative elements (benets and costs; Zeithaml, 1988). Con-
sequently, authors decided to introduce the factors negatively inuencing user
acceptance into our model. To that end, authors used the concept of perceived
risk, which is “the expectation of losses associated with purchase and acts as an
inhibitor to purchase behavior” (Peter & Ryan, 1976).
Various facets of perceived risk are distinguished in literature: psychosocial
risk (harm to identity or self-esteem), nancial risk (loss of money), time risk (loss
of time because of late delivery for example), social risk, physical risk, privacy loss
risk, and product/service risk (when the expectations about the product or service
are not met; Aghekyan-Simonian, Forsythe, Suk Kwon, & Chattaraman, 2012;
Nepomuceno, Laroche, & Richard, 2014). Bonnin (2020) found that perceived
product risk negatively inuences attractiveness of AR store and its patronage
intention. These ndings are interesting as AR is a tool aimed at decreasing the
risk of unwanted online purchase by allowing to get a better sense of product
features and its t (Beck & Crié, 2018). Authors believe that similar results can be
achieved when analysing the inuence of perceived AR risk on AR’s e-commerce
acceptance. Authors dene perceived AR risk as the risk of not being satised with
the product purchased in an online store evaluated with the use of AR. Therefore,
authors hypothesize that:
H4: Perceived AR risk negatively impacts consumers’ acceptance of AR in
e-commerce.
As mentioned, another dimension of perceived risk is the vulnerability in
terms of possible loss of consumer’s personal information (data privacy risk). Re-
search on a variety of technological innovations (e.g. Gao, Li, & Luo, 2015) shows
that this factor may negatively inuence technology acceptance. The use of AR
requires access to the device’s (e.g. laptop’s or smartphone’s) camera and employs
facial recognition or spatial tracking functionalities, which increases the amount
of data sent and stored – and their signicance – making AR especially vulnera-
ble to attacks on data security. Furthermore, consumer concerns about marketers
collecting and using personal data seem to be a relevant issue (Martin, Borah, &
Palmatier, 2017), particularly in relation to AR technologies (Dacko, 2016). Future
AR users expect AR applications to protect their privacy. Consumer’s awareness
of privacy practices inuences the process of decision making in relation to online
shopping with AR’s use (Hilken et al., 2017). However, there currently is a scien-
tic debate on the privacy paradox: while online consumers are concerned over
their privacy, they fail to take adequate precautions or abstain from disclosing in-
formation (Bandara, Fernando, & Akter, 2020). In terms of AR, it is still unknown
if consumers are generally aware of privacy risk and, if yes, whether they actually

193
6. Consumer acceptance of AR Technology in e-commerce…
care to such an extent that it would inuence AR’s acceptance. Authors believe
that this may be the case. Therefore, authors hypothesize that:
H5: Perceived privacy risk negatively impacts consumers’ acceptance of
AR in e-commerce.
6.3. Conclusions
The created and veried in the future conceptual model will have a cognitive
signicance as input into consumer behavior and motivation theories, but also
as the use of the theory of perceived value in relation to innovations such as AR.
The empirical results will provide valuable practical information for e-commerce
enterprises, those already competing in foreign markets and those which are pre-
paring to operate internationally. The ndings might be of substantial benet to the
e-commerce branch, which deals with constant changes due to hypercompetition,
along with mega- and microtrends (e.g., technological development, globalization,
consumer preferences). The ndings will aid decision-makers in the inclusion of
AR technology and its scope. By showing the possibilities and actual acceptance
of AR’s use in selected countries, the research might contribute to the development
of a set of guidelines for enterprises and, eventually, improve their international
competitiveness e.g., by guiding product and promotion strategies. The main lim-
itation of this research is its conceptual character. Future research should aim to
empirically verify the proposed model.
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CONTENTS
Foreword (Ewa Mińska-Struzik, Barbara Jankowska) h ttps: //doi.org/10.18559/978-83-8211-
061-6/0
Part I
CHA LLENGES AT THE SUPRANATIONAL A ND NATIONAL LEVEL
1. The economy battling Covid-19. A macroeconomic approach (Tadeusz Kowalski) ht t ps://
doi .org /10.18559/978-83- 8211-061- 6/I1
2. How Covid-19 impacted the European integration processes? The case of EU Cohesion
Policy and budget (Ida Musiałkowska, Piotr Idczak) ht tps://doi.org/10.18559/978- 83 -8211-
061-6/ I 2
3. The European Union’s Common Commercial Policy and the Covid-19 pandemic: reactions
and challenges (Grzegorz Mazur) https: //doi.org/10.18559/978 -83-8211-061-6/I3
4. The future of the European Migration and Asylum Policy (Judyta Cabańska) ht t ps://d oi.
org/10.18559/978 -83-8211-061-6/I4
5. Central Bank policy toward the Covid-19 pandemic: Seeking patterns among the most
powerful central banks (Anna Matysek-Jędrych, Katarzyna Mroczek-Dąbrowska) htt ps://
doi .org /10.18559/978-83- 8211-061- 6/I 5
6. Inter national port folio d ive rsication duri ng the Covid-19 onset: A st udy of correla-
tions among CEE post-transition and developed countries (Paweł Śliwiński) ht t ps://doi .
org/10.18559/978 -83-8211-061-6/I6
7. Foreign direct investment and the Covid-19 pandemic: the real economy perspec-
tive and theoretical implications (Marian Gorynia, Piotr Trąpczyński) https://doi.org/
10.18559/978 -83-8211-061-6/I7
8. The impact of Covid-19 on the nances of multinational enterprises from the per-
spective of Balance of Payments transactions (Monika Andrzejczak) https://doi.org/
10.18559/978 -83-8211-061-6/I8
Part II
CHA LLENGES FOR BUSINESS SECTORS A ND INDUSTR IES
1. Internalsubstitutioninthetourismmarket:EectsoftheCovid-19pandemic(Agnieszka
Niezgoda, Ewa Markiewicz, Klaudyna Kowalska) htt ps://doi.org /10.18559/978 -83-8211-
061-6/ I I1
2. EectsoftheCovid-19pandemiconsport, videogame,andtourismindustr y:Sentiment
analysisofpress,InternetarticlesandTwitterdata(Łukasz Bryl, Justyna Majewska, Szy-
mon Truskolaski) ht tps://doi.or g/10.18559/978- 83 -8211-0 61-6/ II2
3. Goods road transport sector facing pandemic crisis (Piotr Banaszyk, Sylwia Konecka, Anna
Maryniak) https://doi.org/10.18559/978- 83 -8211-0 61-6/ II3
4. The Polish logistics real estate market as a link in international supply chains during the
Covid-19 crisis (Waldemar Budner) htt p s://doi.org /10.18559/978 -83-8211-061- 6/I I4
5. Covid-19 disruption of European agri-food markets: The case of Poland (Magdalena Śli-
wińska, Rafał Śliwiński) ht t ps://doi.or g/10.18559/978-83-8211-061-6/ II5

6. Consumer acceptance of AR technology in e-commerce in the light of the Covid-19 pan-
demic: A conceptual perspective (Małgorzata Bartosik-Purgat, Tomasz Grzegorczyk, Wik-
toria Rakowska) http s://doi.o rg/10.18559/978 -83-8211-061-6/II6
7. Challenges for innovation co-operation in the biopharmaceutical industry during the Cov-
id-19 pandemic (Łukasz Puślecki) ht tps://doi.org/10.18559/978- 83 -8211-0 61-6/ II7
Part III
CHALLENGES FOR COMPANIES
1. The adoption of Industry 4.0 solutions as a remedy against the pandemic crisis–the
case of Polish companies (Barbara Jankowska, Ewa Mińska-Struzik) https://doi.org/
10.18559/978 -83-8211-061-6/II I1
2. Future competences in times of an economic crisis (Anna Łupicka) https://doi.org/
10.18559/978 -83-8211-061-6/II I2
3. The impact of the crisis on the maintenance of sustainable development initiatives:
A comparative analysis of local and international companies (Łukasz Małys) https://doi.
org/10.18559/978 -83-8211-061-6/II I3
4. Women’s entrepreneurship in the Covid-19 pandemic (Alicja Hadryś) https: //doi.
org/10.18559/978 -83-8211-061-6/II I4
5. Challenges in currency derivatives management in the OTC market in Poland during the
Covid-19 pandemic (Piotr Wybieralski) ht t ps://d oi.org /10.18559/978-83- 8211-061- 6/ I II5
6. Donation crowdfunding as a source of relief for small businesses (Marcin Wieczerzycki)
https://doi.org/10.18559/978- 83 -8211-061-6/III6