Three items assessing the degree to which a consumer finds an augmented reality shopping application useful for evaluating products and improving shopping performance. Hilken et al. (2017) deployed the scale across three studies in which participants used an AR tool to inspect products before making purchase decisions. The scale is an adaptation of items from Childers et al. (2001), who drew on Davis's (1989) foundational perceived usefulness measure. Dropping the word 'online' from each item makes it suitable for physical retail contexts.
5-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .85, .90, and .89 across Studies 1, 2, and 3 respectively. The endpoint anchors for the 5-point response scale were not explicitly stated in the article. The scale builds on Davis's (1989) TAM usefulness dimension and Childers et al.'s (2001) hedonic/utilitarian motivation items. The authors note the word 'online' can be dropped to adapt for in-store contexts.
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D.I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
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