Aws Y. Abed1 and Lelav A. Khoshnaw2
1,2 Department of Business and Management,
Faculty of Administrative Sciences and Economics
Tishk International University, Erbil, Kurdistan Region/Iraq.
Email: [email protected] [email protected]
DOI: 10.23918/ICABEP2022p18
Abstract
Augment reality (AR) applications are everywhere, and the issue of the low level is awareness is now starting to be bridged thanks to the announcement of the Facebook metaverse. users are now more aware and interested in the alternation of reality applications. This study investigates the perception of consumers towards the use of (AR) in the footwear market through the Wannakicks smartphone app. By using the technology acceptance model (TAM) the study aims to measure the attitude toward (AR) and its impact on the intention to use and word of mouth. A total of 80 users of the Wannkicks app participated in the study and the results of the study reported the TAM is confirmed and the perception of users is significant in terms of the intention to use the (AR) technology, and the usefulness is the having the most effect on the intention to use of (AR) Apps. Finally, word of mouth (WOM) showed a less significant effect on the user’s attitude toward the technology.
Keywords: Augmented Reality (AR), Technology Acceptance Model (TAM), Marketing, Footwear.
ICABEP2022
4th International Conference on Accounting, Business, Economics and Politics
Organized by
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.
