Assessing Consumers’ Acceptance of AR Wayfinding for Indoor Shopping Navigation in Singapore

Abstract

This study investigates consumers’ acceptance of Augmented Reality (AR) Wayfinding for indoor shopping navigation toward consumer behavioral intention. This study suggested a conceptual model investigating major determinants of users’ behavioral intention through the UTAUT model. In this study, 175 respondents were selected using a purposive sampling technique, and a survey method distributed via Google form was used to collect data, then analyze the collected data from the respondents via SmartPLS (Partial Least Squares Structural Equation Model. The results revealed that two determinants have a positive and significant relationship with behavioral intention to use the indoor AR wayfinding system application; they are facilitating conditions and performance expectancy. Furthermore, Effort expectancy (EE), social expectancy (SE), and privacy risk (PR) were found to have an insignificant relationship with the behavioral intention of adopting an AR wayfinding system. Software development in Singapore has reliable, secure technologies and policies that protect personal information, which would lower consumers’ perceived privacy risks.