Gender in acceptance of augmented reality in e-commerce: An international perspective
Objective: The objective of the article is to answer research questions about the role of gender in the significance of factors (motives and risks) affecting the acceptance of augmented reality (AR) technologies by young international e-commerce consumers. Research Design & Methods: The prima...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Krakow University of Economics
2024-12-01
|
| Series: | International Entrepreneurship Review |
| Subjects: | |
| Online Access: | https://ier.uek.krakow.pl/index.php/pm/article/view/2279 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850059973169512448 |
|---|---|
| author | Małgorzata Bartosik-Purgat Wiktoria Rakowska |
| author_facet | Małgorzata Bartosik-Purgat Wiktoria Rakowska |
| author_sort | Małgorzata Bartosik-Purgat |
| collection | DOAJ |
| description |
Objective: The objective of the article is to answer research questions about the role of gender in the significance of factors (motives and risks) affecting the acceptance of augmented reality (AR) technologies by young international e-commerce consumers.
Research Design & Methods: The primary research method was a qualitative study based on six focus groups conducted in three economically, technologically, and culturally diverse countries: Poland, South Korea, and the United States. For the qualitative analysis, we used MAXQDA software.
Findings: Regarding the role of gender in impacting the motives and risks connected with consumers’ use of AR technology in online shopping decisions, gender differentiates both motivation and risks.
Implications & Recommendations: Regarding theoretical application, the findings show the significant role of gender and cultural factors as moderators in models concerning the acceptance of new technologies on the international market. Regarding the practical implications, it should be emphasised that adapting to the preferences of different demographic groups concerning gender can increase the effectiveness of marketing efforts and improve sales performance.
Contribution & Value Added: The study stands out because it analyses a combination of factors that indicate gender, young international consumers, and the acceptance of AR technology.
|
| format | Article |
| id | doaj-art-2c2be105732a4f629db79808ef979448 |
| institution | DOAJ |
| issn | 2658-1841 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Krakow University of Economics |
| record_format | Article |
| series | International Entrepreneurship Review |
| spelling | doaj-art-2c2be105732a4f629db79808ef9794482025-08-20T02:50:44ZengKrakow University of EconomicsInternational Entrepreneurship Review2658-18412024-12-0110410.15678/IER.2024.1004.08Gender in acceptance of augmented reality in e-commerce: An international perspectiveMałgorzata Bartosik-Purgat0https://orcid.org/0000-0001-9988-2602Wiktoria Rakowska1https://orcid.org/0000-0002-2630-1528Poznań University of Economics and BusinessPoznań University of Economics and Business Objective: The objective of the article is to answer research questions about the role of gender in the significance of factors (motives and risks) affecting the acceptance of augmented reality (AR) technologies by young international e-commerce consumers. Research Design & Methods: The primary research method was a qualitative study based on six focus groups conducted in three economically, technologically, and culturally diverse countries: Poland, South Korea, and the United States. For the qualitative analysis, we used MAXQDA software. Findings: Regarding the role of gender in impacting the motives and risks connected with consumers’ use of AR technology in online shopping decisions, gender differentiates both motivation and risks. Implications & Recommendations: Regarding theoretical application, the findings show the significant role of gender and cultural factors as moderators in models concerning the acceptance of new technologies on the international market. Regarding the practical implications, it should be emphasised that adapting to the preferences of different demographic groups concerning gender can increase the effectiveness of marketing efforts and improve sales performance. Contribution & Value Added: The study stands out because it analyses a combination of factors that indicate gender, young international consumers, and the acceptance of AR technology. https://ier.uek.krakow.pl/index.php/pm/article/view/2279genderaugmented realityyoung consumerse-commerceinternational markets |
| spellingShingle | Małgorzata Bartosik-Purgat Wiktoria Rakowska Gender in acceptance of augmented reality in e-commerce: An international perspective International Entrepreneurship Review gender augmented reality young consumers e-commerce international markets |
| title | Gender in acceptance of augmented reality in e-commerce: An international perspective |
| title_full | Gender in acceptance of augmented reality in e-commerce: An international perspective |
| title_fullStr | Gender in acceptance of augmented reality in e-commerce: An international perspective |
| title_full_unstemmed | Gender in acceptance of augmented reality in e-commerce: An international perspective |
| title_short | Gender in acceptance of augmented reality in e-commerce: An international perspective |
| title_sort | gender in acceptance of augmented reality in e commerce an international perspective |
| topic | gender augmented reality young consumers e-commerce international markets |
| url | https://ier.uek.krakow.pl/index.php/pm/article/view/2279 |
| work_keys_str_mv | AT małgorzatabartosikpurgat genderinacceptanceofaugmentedrealityinecommerceaninternationalperspective AT wiktoriarakowska genderinacceptanceofaugmentedrealityinecommerceaninternationalperspective |