User Acceptance: Case study of an interactive shopping assistant

Abstract: An increasing number of retailers are considering merging online with offline channels so that they can interact with each other by the omnichannel strategy. In this context, this paper presents a study to examine the user acceptance of an interactive shopping assistance to help customers during the shopping experience through a mobile application. A conceptual model was developed and evaluated using the Unified Theory of Acceptance and Use of Technology. According to the results, three main factors that influence acceptance of this concept were Usability, UX, and Trust. Clearly, the first factor, Usability, was the highest weight in the user acceptability of the proposed technology, responsible for 53.6% of the variance. The second factor concerning UX only weighs 16,7 % in the explained variability of the results. Both women and men consider functionalities as a facilitating factor for a more positive experience. Results from this study show that users are open to new solutions to facilitate the shopping experience, mainly those that are easy to use and suitable to users’ needs.

Keywords: User Acceptance, User Experience, Ergodesign

DOI: 10.54941/ahfe1001993

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