An empirical examination of user’s adoption of AR in e-commerce apps in a developing country: evidence from India

Abstract

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