Integrating grit theory and locus of control to understand consumer adoption of augmented reality apps in retail

Purpose Drawing on the tenets of grit theory and locus of control current study has established an integrative research framework to investigate Consumer Attitude (CAT) and Intention to Adopt (IAD) augmented reality app. This study has also examined the moderating effect of Grit Perseverance (GRP) on the relationship between the CAT and the IAD augmented reality app. Design/methodology/approach The research design is grounded in a positivist research paradigm. Therefore, current research is quantitative and test research model with empirical observations. Empirical data were collected using a structured questionnaire. Data were analyzed with a structural equation modeling approach. Findings Empirical investigation has unveiled that jointly reality congruence, Augmentation Quality (AGQ), Visual Appeal (VAP), internal locus of control and external locus of control explained Rˆ2 44% variance in shaping user attitude towards adoption of augmented reality app. Nevertheless, importance performance analysis has disclosed that within the integrated research model factors like AGQ, GRP and external locus of control were found most influential in shaping users’ IAD augmented reality app. Practical implications The integration of grit theory, locus of control, AGQ, reality congruence and VAP has enriched augmented reality marketing literature. Similarly, this study has suggested that policy makers should pay attention to improving reality congruence, AGQ, VAP, internal locus of control and external locus of control to enhance augmented reality app adoption rate among online users. Moreover, this study ignites United Nations sustainable goals SDG 9 and SDG 4 by guiding the development of user-centered innovative technologies. Originality/value The study is original as it establishes an integrative research framework to investigate the CAT and IAD augmented reality app. To the best of the author's knowledge, this study is a pioneer to conceptualize moderating effect of GRP between the CAT and the IAD augmented reality app.