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Subject: search.filters.subject.Behavioural intention

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    An empirical examination of user’s adoption of AR in e-commerce apps in a developing country: evidence from India
    (Emerald Publishing, 2025) Anand, K.; S, S.
    Purpose The e-commerce industry is witnessing rapid growth by offering convenience in shopping. However, it fails to provide a virtual experience of the products, creating excessive product returns and posing challenges to the companies, customers and environment. The use of augmented reality (AR) bridges the gap between the customers and products. The purpose of this study is to explore the customer perspective towards adopting AR in online shopping, which can reduce excessive product returns, creating sustainable business practices. Design/methodology/approach Online survey was used in the data collection process. A total of 1,029 valid responses collected via judgement sampling were analysed using covariance-based structural equation modelling with AMOS software. Findings Trust is significantly influenced by performance expectancy, effort expectancy, social influence and facilitating conditions. Likewise, performance expectancy, hedonic motivation and trust significantly affect behavioural intention. Meanwhile, effort expectancy, social influence, facilitating conditions on behavioural intention and hedonic motivation on trust were found to have an insignificant influence. Practical implications This study investigates users’ behavioural intention towards AR in online shopping apps using the Unified Theory of Acceptance and Use of Technology (UTAUT2) with trust in the Indian context, providing valuable insights into implementing AR technology and enhancing the realism of virtual product experiences. Originality/value This study aims to investigate users’ behavioural intention by providing a research model that extends the UTAUT2 model, including trust. The objective is to analyse the factors influencing the adoption of a novel technology in a developing country, specifically in the Indian context. © 2025 Emerald Publishing Limited
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    Contextualizing mGov in the digital age: a moderated model of mGov adoption using eGov experience and social media attitude
    (Springer Science and Business Media B.V., 2025) Hebbar, S.; Kiran, K.B.; Pai, R.R.
    Social media has become an essential component of m-government services. However, in order for these services to be implemented and adopted successfully, the government must first understand citizens’ perceptions toward the use of social media (SM Attitude). As a result, the study attempted to investigate the influence of predictors of m-government adoption, as well as the moderating role of SM attitude toward government use of this platform and prior electronic government experience on the adoption of m-government services. For this purpose, primary data is gathered using a questionnaire, with a total of 1101 responses collected and then analyzed using the Covariance Based Structural Equation Modelling technique. The findings demonstrated the importance of predictors such as relative advantage, compatibility, image, social influence, and trust in predicting behavioral intention to use m-government services. Furthermore, the moderation analysis revealed the presence of differences in perception among individuals with stronger and weaker social media attitudes on the variables social influence and image, and its relationship with m-government adoption. © The Author(s) 2025.