An integrated TAM (Technology Acceptance Model) - IDT (Innovation Diffusion Theory) - Flow model examining the impact of augmented reality technology on consumers’ online purchase intention in Ho Chi Minh City

Abstract

This study integrates three foundational frameworks: TAM (Technology Acceptance Model), IDT (Innovation Diffusion Theory), and Flow Theory to examine how Augmented Reality (AR) influences consumers’ online purchase intention in Ho Chi Minh City. Using 478 valid responses, a PLS-SEM model was estimated following the guidelines of Hair et al. (2022), incorporating methodological improvements in structural assessment. To verify and control for potential common method bias, Harman’s single-factor test was also conducted. The results indicate that attitude is a key determinant of online purchase intention, mediating the effects of technology perceptions, innovation attributes, and experiential factors. These findings highlight the pivotal role of augmented reality in shaping consumer experiences and driving online purchases in Vietnam’s e-commerce sector, while providing an analytical framework aligned with the characteristics of the local retail market.