A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness

Abstract

This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers' innovativeness, this research discovers that consumers' level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

“…Recent studies suggest that the use of AR in a retail context enhances customer perceptions of both these value dimensions in the holistic shopping experience (e.g., Poncin and Mimoun 2014). The ability of AR to let customers virtually try on (i.e., environmentally embed) online offerings provides enhanced information (Poushneh and Vasquez-Parraga 2017) and a visually appealing experience (Huang and Liao 2015); it relieves customers of the mental burden of imagining how, for example, a pair of sunglasses would look when worn. The accompanying form of (simulated physical) control offered by AR differs from traditional web-based user control (Javornik 2016b); it allows customers to physically evaluate and playfully interact with a virtual offering, even though the offering is not physically present (Rosa and Malter 2003).…”

“…From a service augmentation perspective, AR is a Bsmart^technology (Marinova et al 2017), set to enhance online service experiences through a more intuitive, context-sensitive interface that aligns with the ways customers naturally process information. Such an advanced frontline interface can improve service quality and offer customers more effective, enjoyable online shopping (Huang and Liao 2015).…”

The Future of Frontline Research

“…As the opportunities to augment the service delivery reality abound (Huang and Liao 2014), future research is needed to provide theoretical and empirical anchoring. As a first direction for future research, I argue that the emphasis should be on the psychological mechanisms that contribute to the transfer of technological functionalities to customers' value experience (Schwarz 2006).…”

The determinants of intention to use electronic booking among young users in Thailand

“…Furthermore, previous studies on the TAM have proposed more than six constructs, such as Gu, Lee, and Suh (2009) study on intention to use mobile banking, which proposed twelve constructs, as well as Lee et al's (2014) study on individual and system characteristics on enhancing e-learning acceptance, Huang and Liao's (2014) study of augmented-reality interactive technology, and Oh and Yoon's (2014) study of haptic enabling technology. Nine hypotheses were proposed in the present study because many TAM-related studies also proposed more than nine hypotheses in their research models and yielded significant results.…”