Understanding mobile augmented reality adoption in a consumer context (original) (raw)
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A Theoretical Model of Mobile Augmented Reality Acceptance in Urban Heritage Tourism
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Augmented Reality (AR) technology adoption has been growing worldwide in recent years. The potential of AR to blend digital information into the physical world has been a challenge for both academia and industry, who attempt to realize and anticipate its impact on users’ perceptions, adoption intention and use. The present paper is an empirical study aimed at making substantial suggestions and investigating an integrative theoretical paradigm which attempts to establish the significance of specific factors which allow using mobile augmented reality apps in shopping malls. The study employs information from the extant literature with a view to extending the Unified Theory on Acceptance and Use of Technology (UTAUT). The results show that performance expectancy, enjoyment and reward are direct determining factors of adopting the specific technology in shopping malls, whereas facilitating conditions, social influence, innovativeness and trust exert an indirect effect on behavioral inte...
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Looking forward to enhance visitors' experience among cultural heritage sites, the use of new technologies within these spaces has seen a fast growth among the last decades. Regarding the increasing technological developments, the importance of understanding the acceptance of technology and the intention to use it in cultural heritage sites, also arises. The existing variety of acceptance models found in literature relatively to the use of technology, and the uncertainty about selecting a suitable model, sparked this research. Accordingly, the current study aims to select, evaluate and analyse an acceptance model, targeted to understand the behavioural intention to use augmented reality technology in archaeological sites. The findings of this research revealed UTAUT as a suitable model. However, regarding the collected data, some moderators' impact presented in the original study may change significantly. In addition, more constructs can be considered for wider understandings.
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Recent mobile technologies have revolutionized the way people experience their environment. Although, there is only limited research on users' acceptance of AR in the cultural tourism context, previous researchers have explored the opportunities of using augmented reality (AR) in order to enhance user experience. Recent AR research lack works that integrates dimensions which are specific to cultural tourism and smart glass specific context. Hence, this work proposes an AR acceptance model in the context of cultural heritage tourism and smart glasses capable of performing augmented reality. Therefore, in this paper we aim to present an AR acceptance model to understand the AR usage behavior and visiting intention for tourists who use Smart Glass based AR at UNESCO cultural heritage destinations in Malaysia. Furthermore, this paper identifies information quality, technology readiness, visual appeal, and facilitating conditions as external variables and key factors influencing visitors' beliefs, attitudes and usage intention.
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Technology has been changing the travel experience of visitors. Particularly, Augmented Reality is one of the emerging technologies, which widely used in cultural heritage tourism sites. This study is based on a new technology acceptance model and future modified this model to examine the relationship between product beliefs, consumer satisfaction with AR, and destination loyalty in cultural heritage sites. Moreover, this paper examined the role of technology readiness forming travellers’ loyalty of destination with a kind of travel technology--AR. The results show that perceived usefulness and perceived ease of use have significant effects on the satisfaction of AR towards the travellers’ loyalty of destination. TR is found to have moderating effects on this model.