Drivers of augmented reality acceptance in young consumers' online shopping: a cross-cultural analysis

Purpose The primary purpose of this study is to uncover the motives and barriers that influence young consumers' acceptance of augmented reality (AR) in online shopping and to determine whether cultural context modifies these acceptance patterns. Design/methodology/approach The research methods employed in this paper are twofold. First, a literature review was conducted using the Search, Appraisal, Synthesis and Analysis (SALSA) method to identify factors related to AR acceptance in e-commerce. Online focus group interviews (FGIs) were subsequently carried out, followed by an experiment. The qualitative analysis was then performed using MAXQDA software. The study was conducted in Poland, South Korea and the United States of America. Findings The literature analysis reveals the primary factors influencing consumers' acceptance of AR technology, including hedonic motivation, effort expectancy and performance expectancy. Moreover, the study identifies the risks associated with adopting AR, including perceived risks related to AR-driven purchases and privacy concerns. Both similarities and differences were observed among the studied groups. In general, the FGIs demonstrated that young consumers are receptive to technological innovations in e-commerce, such as AR. The main drivers of acceptance included performance expectancy and ease of use, with the study also confirming that enjoyment contributes to the acceptance of AR. Furthermore, participants expressed concerns about their privacy. We have identified new motivators and risks that have not been extensively discussed in the literature. For instance, information performance significantly influences the utilisation of AR in e-commerce. Regarding risks, health concerns, such as the potential impact of prolonged AR use for online shopping on mental health, are a significant consideration. Practical implications Understanding the factors that influence and enhance the use of AR in e-commerce by young shoppers is crucial for online retailers to adapt their offerings and services to meet the needs of potential customers. Originality/value The combination of the three aspects – i.e. the acceptance of AR technology in online shopping, the young consumer segment and the diversity of countries – represents a unique contribution to the literature. This originality enhances the existing models concerning consumers' acceptance of new technologies (e.g. technology acceptance model, Unified Theory of Acceptance and Use of Technology (UTAUT) and UTAUT2).