Marker-Less Augmented Reality as a Catalyst for Digital Transformation in Furniture SMEs Through an Extension of the Cognitive–Affective–Conative Theory

While large firms of furniture industry have integrated technologies such as Augmented Reality (AR) to allow consumers to visualize 3D furniture in their own spaces before purchase, small and medium-sized enterprises (SMEs) have not yet fully optimized this technology. This study examines consumer acceptance of AR in the SME furniture sector by developing a prototype product catalog website that integrates AR functionality. It also introduces a new theoretical model, the Cognitive, Affective, Evaluative, Conative (CAEC) model, which extends the traditional Cognitive, Affective, Conative (CAC) theory by adding an evaluative stage. A mixed-methods approach is employed, combining semi-structured interviews and surveys with the AR-enabled website prototype. The research contributes theoretically by introducing the CAEC model and provides a refined framework for understanding technology adoption. Practically, it guides SMEs in enhancing consumer engagement and purchase intentions through the use of AR.