Modifying the Technology Acceptance Model to Investigate Behavioural Intention to Use Augmented Reality

Aleksandra Zheleva (), Anne Roos Smink, Paul Hendriks Vettehen and Paul Ketelaar
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Aleksandra Zheleva: imec-mict-UGent, Ghent University
Anne Roos Smink: University of Amsterdam
Paul Hendriks Vettehen: Radboud University
Paul Ketelaar: Radboud University

A chapter in Augmented Reality and Virtual Reality, 2021, pp 125-137 from Springer

Abstract: Abstract Online retailers are employing interactive technologies to reduce the risk of online purchases. Augmented reality (AR) serves this aim by placing virtual 3D objects (e.g., new furniture) into the consumers’ homes. This study investigates the consumer’s acceptance of AR applications via a modified Technology Acceptance Model (TAM). Also, we examined the effect of products associated with either high or low financial risk on the relationship between perceived usefulness and behavioural intention. We conducted a single case study with a field between-subject design. The results confirmed the relationships in the modified TAM. In particular, enjoyment had both a direct and indirect positive effect on the behaviour intention of consumers to use the AR app in the future. However, product type did not have a significant effect.

Keywords: Augmented reality (AR); Technology acceptance model (TAM); Product type (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-030-68086-2_10

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DOI: 10.1007/978-3-030-68086-2_10

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