(The Effect of Consumers Use of Smart Mirror As An Augmented Reality in Physical Store Shopping on Behavioral Intention)

Abstract

Purpose – The aim of this study is to examine the behavioral intentions of consumers to use the smart mirror as an augmented reality application in physical store shopping. Design/methodology/approach – In this study, data were obtained by using experimental and survey techniques, which are quantitative research methods. The sample size of this study consists of 387 participants. One-sample t-test, independent samples t-test, one-way analysis of variance and simple linear regression analysis were used to test hypotheses. Findings – According to the one sample t-test result; the smart mirror application has a positive and significant effect on consumers' behavioral intentions to use the augmented reality application for shopping. According to the t-test result; between male and female, and according to the results of oneway analysis of variance; among X, Y, and Z generations, there is no significant difference in the behavioral intentions of consumers to use the smart mirror for shopping. According to the results of simple linear regression analysis; perceived usefulness, perceived ease of use, perceived informativeness, perceived spatial reality and perceived enjoyment of the smart mirror have a positive and significant effect on the behavioral intention to use the smart mirror in shopping. In addition, perceived ease of use, perceived informativeness, perceived spatial reality and perceived enjoyment of the smart mirror have a positive and significant effect on the perceived usefulness of the smart mirror. Discussion – The results obtained from this study are similar to many studies in the literature. Having a positive perspective on the smart mirror application brings many opportunities for the business world.