Moderating Role of Long-Term Orientation on Augmented Reality Adoption
| Autor: | Namho Chung, Hyunae Lee, M. Claudia tom Dieck, Timothy Jung |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
business.industry
05 social sciences Human Factors and Ergonomics Hospitality industry Computer Science Applications Term (time) Human-Computer Interaction Orientation (mental) 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Augmented reality Business Marketing 050107 human factors Tourism |
| Zdroj: | International Journal of Human–Computer Interaction. 36:239-250 |
| ISSN: | 1532-7590 1044-7318 |
| Popis: | Recently, the tourism and hospitality industry is providing tourists with an enhanced experience via various cutting-edge technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural traits on human behaviours. The aim of this paper is to examine how Long- and Short-term orientation moderates the relationship between experience economy provided by AR applications and users’ perceived value. Data were collected from 145 participants at Deoksugung Palace in Seoul, South Korea and 119 participants at An Post Museum, Dublin, Ireland. We found that South Korean tourists, who are representatives of long-term orientation culture in this study, put a high value on educational factors of AR applications, whereas Irish tourists, who are representative of short-term orientation culture, regard escapist experiences of AR applications highly. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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