The intention of consumers to use augmented reality apps in gastronomy – case of Málaga

Víctor Calderón-Fajardo, María Jesús Carrasco-Santos and Carlos Rossi Jiménez

Current Issues in Tourism, 2023, vol. 26, issue 9, 1446-1462

Abstract: The intention of consumers to use mobile applications with augmented reality is analyzed in order to assess which variables have the greatest influence on their use by consumers. The UTAUT-2 model has been used, analyzing: performance expectancy, effort expectancy, social influence, hedonic motivation, price value, facilitating conditions, habit and behavioural intention. The results show that predictors of a more social nature, such as aspects associated with perceived enjoyment: habits and social influence are not supported. Also, the hypothesis on the value of price could not be supported; since most augmented reality applications are free, although it is a variable that exerts a positive influence on the intention to use because of the perceived benefits. The demographic profiles of consumers can also become important predictors when using augmented reality apps, being the millennial generation and generation Z the most likely to use mobile devices with augmented reality.

Date: 2023
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DOI: 10.1080/13683500.2022.2056002

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