Moderating Effects of Distrust and Social Influence on Aesthetic Experience of Augmented Reality

Abstract

Augmented Reality (AR) applications have been actively developed by numerous tourism institutions or organizations around the world in order to provide tourists with unique and memorable experience. Tourists can be physically and virtually immersed in tourism sites with aesthetic experience provided by AR application. However, AR applications are cutting-edge technology and consequently tourists have to undergo some annoying process in order to use it. Thus, not enough motivation, opportunity and ability of tourists can be barriers to enhancing aesthetic experience. So we adopted Motivation-OpportunityAbility (MOA) model in order to assessing the predictors of aesthetic experience. Further, assuming that the relationship between MOA and aesthetic experience can be moderated by negative perception about technology and extrinsic influence, we adopted distrust of technology and social influence as moderating variables. The results show that only (intrinsic) motivation (enjoyment) and ability (self-efficacy) have effects on aesthetic experience. Distrust of technology showed that it moderates the relationship between ability (self-efficacy) and aesthetic experience. Based on these key findings, we present theoretical and practical implications with suggestions for future research.

Effect of word of mouth on m-payment service adoption: a developing country case study

“…Trust in information technology has been extensively studied in the previous research works and found that user's trust in technology has a significant influence on the use of particular information systems (Gefen et al, 2003;Komiak and Benbasat, 2006;Luo et al, 2010;Zhou et al, 2014;Wu et al, 2014;Lee et al, 2015). Gao and Waechter (2015) identified that lack of trust acts as a long-term barrier, and establishing initial trust is critical for adopting mobile finance systems successfully.…”

Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes

“…Media reporters convey the emotional responses of their audience through social media news and engagement in discussions with their audience [45]. In a study by Lee and Koo [46], the AR Motivation-Opportunity-Ability model was used to assess aesthetic experiences in tourism, and the results revealed the effect of motivation (emotional enjoyment) and ability (self-efficacy) on aesthetic experiences; that is, AR technology enables tourists to immerse themselves virtually in tourist attractions. Given these literature findings, the present study proposes the following hypotheses: Hypothesis 4 (H4).…”

Relationships among Beliefs, Attitudes, Time Resources, Subjective Norms, and Intentions to Use Wearable Augmented Reality in Art Galleries

“…The advantage of using AR in art galleries is that it enhances visitors' real gallery experience using digital information. A number of previous studies have investigated the visitor experience in museums [25,26] or the enhancement of the visitor experience through technologies such as audio guides [27], PDAs [28,29], or mobile phones [6,[30][31][32]. However, research examining the interactive experience of using wearable AR is scarce [3].…”