An Augmented Reality mobile Application for improving the online shopping experience
Nakisozi, Lwantale Martha
Nagwere, Rhodin Emmanuel
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The purpose of this project was to develop an augmented reality mobile application which will enhance the current online shopping experience, and also understand the consumer adoption of this technology considering aspects such as attitude, subjective norms, perceived behavioral controls and behavioral intention while using this emerging technology. Our project research followed a quantitative cross-sectional approach, and the data collection was made possible through a survey questionnaire targeting online retail or non-participants in Kampala city, Uganda. A sample of 120 respondents was used of which 100 usable questionnaires were returned. Furthermore, the analysis of the data was data within the Google Forms Responses’ dashboard that basically visually describes all the responses in terms of pie charts and bar graphs. An augmented reality mobile application was designed and developed for a selected online retail business, and that was a furniture store. Our respondents interacted with the mobile application and usage was validated thereby finding a significant relationship existing between behavioral intention and consumer adoption of our augmented reality feature that will enhance their online shopping experience. The consequent output of our project study was therefore an augmented reality gateway or feature that can be added to existing online shopping platforms to improve their online shopping experience. Our project also adds to the existing literature by detangling the relationships between attitude, subjective norms, perceived behavioral controls and behavioral intention on consumer adoption of Augmented Reality to improve their online shopping experience. It can be concluded from our project that attitude is the most significant predictor of behavioral intention to adopt to the use of Augmented Reality, followed by perceived behavioral controls and subjective norms; and intention has a reasonable influence on the consumers’ final decision to adopt the use of Augmented Reality to improve their overall online shopping experience.