Understanding mobile augmented reality adoption in a consumer context

Abstract

Purpose

The purpose of this paper is to further our knowledge of what influences users to adopt mobile augmented reality in tourism (MART). A conceptual model is proposed, combining the extension of Unified Theory of Acceptance and Usage of Technology (UTAUT2) with task technology fit (TTF), to explain behavioural intention and user behaviour of MART adopters.

Design/methodology/approach

A questionnaire was completed by a sample of 335 respondents in Portugal. Both UTAUT2 and TTF were combined into a new model from which several hypotheses were drawn based upon the literature.

Findings

The results have shown that the model explains 72 per cent of the variance in behaviour intention to use MART and 45 per cent of the variance in user behaviour.

Originality/value

MART is becoming increasingly known to travellers as it provides the user diverse and useful information with a real relationship with the world. By studying behaviour and what influences consumers to use MART, this study aims to advance the research into new technologies in tourism.

研究目的

本论文旨在扩展对于消费者在旅游行业中使用移动增强现实科技（MART）的知识。本论文结合科技接受和使用全模型（UTAUT2）和任务科技配置度模型（TTF）, 提出一个新型的理论模型, 用于更深度理解MART使用者的使用意图和行为。

研究设计/方法/途径

本论文采用问卷采样形式, 采样地点在葡萄牙, 一共采集335份样本数据。由UTAUT2和TTF模型整合的新模型得到了理论认证。

研究结果

本论文新模型解释了72%的MART消费者行为意图和45%消费者使用行为。

研究原创性/价值

MART如今越来越受到游客的认识, 其科技通过一种与现实更贴近的手段, 向游客提供多样且实用的信息。本论文通过研究消费者使用MART的行为, 对旅游产业新科技的应用有着很深的理论贡献。

Citation

Paulo, M.M., Rita, P., Oliveira, T. and Moro, S. (2018), "Understanding mobile augmented reality adoption in a consumer context", Journal of Hospitality and Tourism Technology, Vol. 9 No. 2, pp. 142-157. https://doi.org/10.1108/JHTT-01-2017-0006