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Immersive experience and customer responses towards mobile augmented reality applications: The moderating role of technology anxiety

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  • Kim Nhan Vo
  • Angelina Nhat Hanh Le
  • Le Thanh Tam
  • Huong Ho Xuan

Abstract

The purpose of this study is to investigate the impact of customer immersive experience on attitude and adoption intention toward mobile augmented reality applications (MAR apps). This paper also examines the moderating role of technology anxiety on the relationship between immersive experience on attitude and adoption intention toward MAR apps. A dataset of 322 customers and the partial least square structural equation model (PLS-SEM) with the SmartPLS 3.2.8 statistical software were used to test the proposed hypotheses. The results show that immersive experience significantly affects attitude and adoption intention toward MAR apps. In addition, the vital role of technology anxiety in moderating the relationship between customer immersive experience and their responses toward MAR apps is revealed.

Suggested Citation

  • Kim Nhan Vo & Angelina Nhat Hanh Le & Le Thanh Tam & Huong Ho Xuan, 2022. "Immersive experience and customer responses towards mobile augmented reality applications: The moderating role of technology anxiety," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2063778-206, December.
    • Handle: RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2063778
    DOI: 10.1080/23311975.2022.2063778
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    Cited by:

    1. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Meghann Matthews & Thomas L. Webb, 2023. "Understanding Consumer’s Willingness to Engage with Digital Reuse Systems," Sustainability, MDPI, vol. 15(19), pages 1-26, October.
    3. Wang, Zhan-ao & Samuel, Ribeiro-Navarrete & Chen, Xiao-qian & Xu, Bing & Huang, Wei-lun, 2023. "Central bank digital currencies: Consumer data-driven sustainable operation management policy," Technological Forecasting and Social Change, Elsevier, vol. 196(C).

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