Users’ Awareness of Augmented Reality Technology in Mobile Applications

Skubis Michał ()
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Skubis Michał: Department of Commerce and Marketing, Poznań University of Economics, Al. Niepodległości 10 61-875 Poznań

Marketing of Scientific and Research Organizations, 2021, vol. 40, issue 2, 1-22

Abstract: Augmented reality (AR) is becoming an increasingly popular technology, used in many fields. Particular prospects for its development are inherent in the dissemination of AR-based applications on widely used mobile devices. To guide the emerging research in this field, the level of knowledge of AR technology among potential consumers needs to be identified. The aim of this study was to determine the level of awareness of AR in mobile applications among their potential users, attempting to determine whether it is possible to define the profile of a user characterized by a greater level of knowledge of AR. Statistical analysis of the results of original research carried out with the CAWI in the spring of 2020 showed that the knowledge of augmented reality technology among potential consumers is at a relatively low level. Moreover, this study found no characteristics correlated with this knowledge, in terms of either demographics, or interest in and knowledge of modern technologies in general.

Keywords: Augmented reality; mobile applications; technology awareness; questionnaire research; marketing (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:40:y:2021:i:2:p:1-22:n:5

DOI: 10.2478/minib-2021-0006

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