Analyzing Augmented Reality Technology Acceptance Models by Consumers: A Systematic Literature Review

The rise of novel technologies significantly impacts the expansion, achievement, and resilience of businesses and their divisions like marketing and sales. Among these technologies, augmented reality stands out prominently. Numerous companies leverage this technology to enhance the shopping and consumer experience. But the question is, are consumers willing to use this technology in their purchasing process or not? Therefore, the current research aims to analyzing augmented reality technology acceptance models by consumers. To achieve the goal of the research, the researchers used the method of systematic literature review. After screening the articles, finally, 14 articles were left to extract the findings. The results showed that the acceptance model of augmented reality technology by consumers includes the following factors: Effort Expectancy, Perceived usefulness of technology (PU), Perceived ease-of-use (PEOU), Aesthetics, Performance Expectancy, Familiarity with AR, Customer engagement, perceived enjoyment (PE), Facilitating Conditions, Cognitive dissonance, Consumer choice confidence, Curation, Perceived fee, Reward, Attitude, Perceived value, perceived informativeness (PI), Perceived Interactivity, Satisfaction, Innovation resistance, Subjective Norms, Trust, Social influence, Social status, Education level, Monthly income, Age, Self-identity, Consumer experience, Gender, Personal innovativeness.