Business & Management Studies: An International Journal

Yazarlar: Fatih BİLİCİ, Erkan ÖZDEMİR

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Özet: Augmented reality, a technology that entered our lives with the advancement of technology, is a digital technology that closest to the real world and complements the real world and is rapidly finding its place in the field of marketing. At this point, the answer to the question of whether the augmented reality will be adopted by the consumers, and if so, which aspects of this technology will affect the consumers’ attitude and intention to use is important. The aim of this study is to reveal the factors that affect the consumers' attitudes and intention to use augmented reality technology. Research data were collected by face to face questionnaire method. In the study, convenience sampling method was used. The research model was tested with structural equation modeling using Smart PLS. As a result of the study, it was found that perceived ease of use, perceived entertainment, perceived usefulness and perceived information-giving dimensions affect the consumers' attitudes and intention to use. The results of the research show that the companies that will use augmented reality technology should pay attention to the ease of use, entertainment, usefulness and information-giving dimensions of this technology.

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