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A Theoretical Model of Augmented Reality Acceptance

M. Claudia Leue, Dario tom Dieck, Timothy Jung

Department of Food and Tourism Management

Manchester Metropolitan University, Manchester, United Kingdom

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Research Aim

To develop a theoretical model of augmented reality acceptance

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Research Context

• Research into AR dates back as early as the 1960’s

• Originally in highly specialised settings with a narrow field of applicability mostly for industrial uses

• Advancements of mobile technology led to increase interest in AR over the last few years

• Increased awareness of its potential for tourism

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Augmented Reality in Tourism

• Navigation

• Gaming

• Restaurant Experience

• Visualization

• Recreation of Historic Events

• Enhancing museum experience

– educational benefits

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Dublin AR Project• Started in 2012

– Manchester Metropolitan University

– Dublin Institute of Technology

– Dublin City Council• Development and testing of

AR application• Aim to enhance visitor

experience in Dublin

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Dublin AR Project

• Two stage paper– Stage one: literature review– Stage two: focus groups

• This paper and presentation are based on stage one

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Dublin AR Project

• Technology Acceptance Research using the Technology Acceptance Model will be conducted as part of the Dublin AR Project

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Technology Acceptance Model

• Validated and extended for over two decades

• Applied to various research disciplines and technologies

Davis (1989)

Perceived Usefulness

Perceived Ease of Use

AttitudeIntention to

useUsage

BehaviorExternal Variables

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AR Acceptance

• Limited research into AR acceptance• Haugstvedt and Krogstie (2012) investigated users’

acceptance of AR in Heritage Sites• Other AR acceptance research focused on:

– E-Learning (Wojciechowsk and Cellary, 2013; Huang et al., 2013)

– Students Acceptance of mixed reality (Yussof et al., 2011)

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Proposed AR Acceptance Model

• Identification of external variables for AR acceptance within the tourism context– Literature Review– AR & mobile service acceptance research

• Five external variables that should be included in future AR acceptance studies

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Proposed AR Acceptance Model cont.

• Enjoyment• (Haugstvedt and Krogstie, 2012 & Shin, 2007)

• Personal Innovativeness • (Zarmpou et al., 2012)

• Perceived benefits • (Lopez-Nicolas et al., 2008)

• Information Quality • (Olsson et al., 2012)

• Costs • (Parra-López et al., 2011)

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Proposed AR Acceptance Model cont.

Enjoyment

Perceived Benefits

Personal Innovativeness

Perceived Usefulness

Perceived Ease of Use

AttitudeIntention to

useUsage

BehaviorInformation

Quality

Costs of Use

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Limitations

• Solely based on previous literature• No qualitative validation of variables• Has not considered users’ perceptions• Some variables based on mobile service

acceptance literaturePotential variables might me missing

• Not tested quantitatively

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Recommendations

• Mixed method approach– Validation of model through interviews or focus groups– Validation through observation/recording

– Potential extension with further variables which are applicable to the context of study

– Testing of proposed model

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Thank you very much for your attention!