Augmented reality acceptance across psychological, technological, and cultural dimensions: a literature review
Article / Journal
Author(s) / editor(s):
Rakha Ihza Linggawisnu
,
Uyun Nadzirotul Faidah
,
and Remba Yanuar Efranto
Year: 2026
Language(s): English
Abstract:
This systematic review synthesised 39 empirical studies published between 2020 and June 2025 on consumer acceptance of augmented reality (AR) in marketing. The findings identified six key influences on AR adoption: system quality, affective and behavioural responses, social and cultural factors, technological and environmental conditions, psychological and cognitive processes, and economic incentives. Overall, AR acceptance depends on usability, enjoyment, identity alignment, trust, social norms, and perceived value. The review proposes a more comprehensive framework for AR adoption and highlights the need for further research on long-term use, privacy, cultural differences, and multisensory design.
https://doi.org/10.1080/1463922X.2026.2640504
Post created by: Virginia Signorini