Factors Affecting the Adoption of Augmented Reality (Ar) Technology as a Marketing Strategy in the Fashion Retailing Sector of Sri Lanka
The purpose of this paper is to investigate the factors affecting the adoption of Augmented Reality (AR) technology as a marketing strategy in the fashion retailing sector of Sri Lanka. The study developed its conceptual framework based on the Technology-Organization-Environment (TOE) theory where a structured online questionnaire was distributed among 179 fashion retailors that conduct businesses online on social media platforms (Facebook). The multiple regression technique was employed to analyze data with the use of SPSS software. The study findings revealed a significant relationship between the perceived benefits, technology complexity, IT infrastructure capability, financial readiness and AR adoption whereas a non-significant relationship was observed between AR adoption of competitors and government policies with AR technology adoption in the fashion retailing sector of Sri Lanka. The study results are imperative for the marketers to understand the factors affecting AR technology adoption from a company perspective to develop strategies and introduce mobile applications incorporating AR technology. Further, this is the first kind of study to examine the factors affecting AR adoption in the Sri Lankan context from the company perspective. Moreover, studies could incorporate different theories to extend the framework where the study can be extended to other sectors such as tourism, learning, supermarkets etc
Year of publication: |
[2023]
|
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Authors: | Wickramarathne, R. M ; Gooneratne, D.W.A ; R.K.H.S., Wimalasiri |
Publisher: |
[S.l.] : SSRN |
Subject: | Sri Lanka | Mode | Fashion | Textilhandel | Textile distribution |
Saved in:
freely available
Extent: | 1 Online-Ressource (23 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 10, 2023 erstellt |
Other identifiers: | 10.2139/ssrn.4475447 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014360356
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