Examining the Cultural Differences in Acceptance of Mobile Augmented Reality: Comparison of South Korea and Ireland

Hyunae Lee (), Namho Chung () and Timothy Jung ()
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Hyunae Lee: Kyunghee University
Namho Chung: Kyunghee University
Timothy Jung: Manchester Metropolitan University

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 477-491 from Springer

Abstract: Abstract Augmented Reality (AR) is one of the emerging technologies used in cultural heritage tourism sites around the world. However, the process of having behavioural intention to use AR can be varied in different culture. Thus, this study selected two different countries, South Korea and Ireland, having high smartphone penetration rates, but with very different cultural profiles, and investigated the impact of cultural difference on acceptance of AR application (app) in cultural heritage tourism sites. Further, this study focused on the aesthetic and hedonic characteristics of AR apps from the perspective of hedonic information system. The results showed that aesthetics of AR have the strongest influence on perceived enjoyment. Also, as expected, South Korea, having high power distance, collectivism, and high uncertainty avoidance culture, displayed stronger dependence on social influence and hedonic characteristics of AR. Based on these findings, we present theoretical and practical implications.

Keywords: Cultural difference; Mobile augmented reality (AR); Acceptance; Cross-cultural analysis; South Korea; Ireland (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-14343-9_35

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DOI: 10.1007/978-3-319-14343-9_35

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