Predictors of Consumers' Augmented Reality Technology Adoption in the Vietnamese Fashion Sector
This study attempts to determine the variables that affect consumers' utilizing augmented reality for online shopping in the Vietnamese fashion industry. Combining the Technology Acceptance Model (TAM), Social Identity Theory, and Self-identity theory with additional constructs of perceived satisfaction, a new conceptual model is developed in this work. A dataset of 423 respondents was collected through a personal-administered questionnaire. After data screening, 349 datasets were analysed..
This work is (partly) supported by the research project No. DHFPT/2022/04 granted by FPT University