How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions
| Autor: | Stefanie Schreiber, Daniel Baier, Andreas Geyer-Schulz, Alexandra Rese |
|---|---|
| Přispěvatelé: | Publica |
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
business.product_category
Multimedia Computer science business.industry media_common.quotation_subject 05 social sciences E-commerce Interactive kiosk computer.software_genre Pleasure Human–computer interaction Management of Technology and Innovation Perception 0502 economics and business 050211 marketing Technology acceptance model Augmented reality Business and International Management Acquiescence bias business computer Mobile device 050203 business & management Applied Psychology media_common |
| Popis: | Increasingly, retailers rely on interactive technologies to improve consumers' shopping experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated devices and software to explain, configure, and recommend products. On the other side, computer programs – so-called apps – are installed on the consumer's own device for the same purpose. They can be used at home, or – if installed on a mobile device – in retail outlets or on the move. In all cases, augmented reality (AR) can support these purposes by placing virtual content (e.g. new furniture) in a real environment (the consumer's home). The overall perception and acceptance toward such interactive technologies are discussed in this paper. Users' perceptions and experiences are measured by applying a modified technology acceptance model (TAM). Four experiments, two with marker-based and two with markerless AR apps are presented to support the generalization of the results, the measurement models and the measurement approach. The results are satisfactory with regard to the robustness of the TAM model. However, the relative importance of hedonic (enjoyment, pleasure, fun) and utilitarian (information) aspects varies for different kinds of AR apps and has to be considered for improvement to occur. From a measurement point of view the acquiescence bias has to be dealt with when developing scale items. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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