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Journals / Uluslararası Sosyal Bilimler ve Eğitim Dergisi / 2026 / Cilt: 8 Sayı: 15

Cultural pathways to intention toward augmented reality applications: the mediating roles of habit and resistance

Deniz Müezzinoğlu(Bahçeşehir University)0000-0002-0500-687X
Ceyda Aysuna Türkyılmaz(Marmara University)0000-0002-9015-4980
Pages
343–384
Publication Date
2026-10-15
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results indicate that the model explains 63.1% of the variance in behavioral intention to use AR.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study investigates the antecedents of consumers’ behavioral intention to use augmented reality (AR) applications Data were collected from 432 users in Türkiye through face-to-face surveys.
📊
Key Findings & Data:The results indicate that the model explains 63.1% of the variance in behavioral intention to use AR.
💡
Conclusion & Impact:The study offers suggestions for firms seeking to enhance user engagement with AR applications.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:cultural values · augmented reality · technology habit

Abstract

This study investigates the antecedents of consumers’ behavioral intention to use augmented reality (AR) applications Data were collected from 432 users in Türkiye through face-to-face surveys. Structural equation modeling (SEM) was employed to test the proposed research model and hypotheses. The results indicate that the model explains 63.1% of the variance in behavioral intention to use AR. The study specifically examines the effects of habit and resistance on AR behavioral intention, as well as the direct and indirect effects of cultural values. The findings reveal that both habit and resistance have significant direct effects on behavioral intention. Moreover, all cultural dimensions exert a significant indirect effect through habit, demonstrating the mediating role of routinized behavior in AR adoption. However, resistance does not play a mediating role in the relationship between cultural values and behavioral intention. The study offers suggestions for firms seeking to enhance user engagement with AR applications.

Özet

This study investigates the antecedents of consumers’ behavioral intention to use augmented reality (AR) applications Data were collected from 432 users in Türkiye through face-to-face surveys. Structural equation modeling (SEM) was employed to test the proposed research model and hypotheses. The results indicate that the model explains 63.1% of the variance in behavioral intention to use AR. The study specifically examines the effects of habit and resistance on AR behavioral intention, as well as the direct and indirect effects of cultural values. The findings reveal that both habit and resistance have significant direct effects on behavioral intention. Moreover, all cultural dimensions exert a significant indirect effect through habit, demonstrating the mediating role of routinized behavior in AR adoption. However, resistance does not play a mediating role in the relationship between cultural values and behavioral intention. The study offers suggestions for firms seeking to enhance user engagement with AR applications.

🔖

Cite This Article

Müezzinoğlu, D., Türkyılmaz, C. A. (2026). Cultural pathways to intention toward augmented reality applications: the mediating roles of habit and resistance. Uluslararası Sosyal Bilimler ve Eğitim Dergisi, Cilt: 8 Sayı: 15, 343–384. https://doi.org/10.67567/usbed.1969101

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