Limitations and future research directions
| Limitation | Future research direction |
|---|---|
| The moderating impact of only one variable, i.e. occupation, was examined | Researchers can assess other probable moderators, e.g. product type (e.g. beauty products, household items), to gain in-depth knowledge on AR adoption |
| Survey-based approach | Further studies can employ experimental or longitudinal research designs to assess actual consumer purchase behavior and usage |
| Lack of mediating variables in the proposed research model | AR scholars can explore the mediating roles of variables such as customer experience and customer empowerment |
| Culture is not considered | Future researchers can conduct cross-cultural analysis to examine how cultural differences affect AR adoption |
| Focused only on mobile AR applications | Future studies can validate the findings across other AR formats, e.g. Web AR, AR glasses and smart mirrors, to assess generalizability |
| Limitation | Future research direction |
|---|---|
| The moderating impact of only one variable, i.e. occupation, was examined | Researchers can assess other probable moderators, e.g. product type (e.g. beauty products, household items), to gain in-depth knowledge on |
| Survey-based approach | Further studies can employ experimental or longitudinal research designs to assess actual consumer purchase behavior and usage |
| Lack of mediating variables in the proposed research model | |
| Culture is not considered | Future researchers can conduct cross-cultural analysis to examine how cultural differences affect |
| Focused only on mobile | Future studies can validate the findings across other |
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