Purpose: This study develops an integrated framework based on grit theory and locus of control to explain consumer attitudes and intentions to adopt augmented reality applications in retail. It also investigates the moderating role of grit perseverance.

Design/methodology/approach: The study follows a quantitative, positivist approach using structured questionnaire data and structural equation modeling to test the proposed relationships.

Findings: Reality congruence, augmentation quality, visual appeal, and internal and external locus of control collectively explain 44% of the variance in consumer attitudes toward augmented reality adoption. Importance-performance analysis identifies augmentation quality, grit perseverance, and external locus of control as particularly influential factors.

Practical implications: The findings suggest that retailers and technology developers should improve the quality, realism, and visual attractiveness of augmented reality applications while considering consumers' psychological characteristics.

Originality/value: The study combines grit theory and locus of control within an augmented reality adoption framework and examines the moderating influence of grit perseverance on the relationship between attitudes and adoption intentions.

Title

Journal of Enterprise Information Management

Publisher

Emerald Publishing Limited

Publisher Country

United Kingdom

Indexing

Scopus

Impact Factor

9.0

Publication Type

Online only

Volume

--

Year

2026

Pages

1–21