1. A Theoretical Model of Augmented Reality
Acceptance
M. Claudia Leue, Dario tom Dieck, Timothy Jung
Department of Food and Tourism Management
Manchester Metropolitan University, Manchester, United Kingdom
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2. Research Aim
To develop a theoretical model of augmented
reality acceptance
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3. Research Context
• Research into AR dates back as early as the 1960’s
• Originally in highly specialised settings with a narrow
field of applicability mostly for industrial uses
• Advancements of mobile technology led to increase
interest in AR over the last few years
• Increased awareness of its potential for tourism
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4. Augmented Reality in Tourism
• Navigation
• Gaming
• Restaurant Experience
• Visualization
• Recreation of Historic Events
• Enhancing museum experience
– educational benefits
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5. Dublin AR Project
• Started in 2012
– Manchester Metropolitan
University
– Dublin Institute of
Technology
– Dublin City Council
• Development and testing of
AR application
• Aim to enhance visitor
experience in Dublin
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6. Dublin AR Project
• Two stage paper
– Stage one: literature review
– Stage two: focus groups
• This paper and presentation
are based on stage one
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7. Dublin AR Project
• Technology Acceptance Research using the Technology
Acceptance Model will be conducted as part of the Dublin
AR Project
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8. Technology Acceptance Model
• Validated and extended for over two decades
• Applied to various research disciplines and technologies
Perceived
Usefulness
External
Variables
Attitude
Intention to
use
Usage
Behavior
Perceived Ease
of Use
Davis (1989)
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9. AR Acceptance
• Limited research into AR acceptance
• Haugstvedt and Krogstie (2012) investigated users’
acceptance of AR in Heritage Sites
• Other AR acceptance research focused on:
– E-Learning (Wojciechowsk and Cellary, 2013; Huang et
al., 2013)
– Students Acceptance of mixed reality (Yussof et al.,
2011)
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10. Proposed AR Acceptance Model
• Identification of external variables for AR acceptance
within the tourism context
– Literature Review
– AR & mobile service acceptance research
• Five external variables that should be included in future
AR acceptance studies
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11. Proposed AR Acceptance Model cont.
• Enjoyment
• (Haugstvedt and Krogstie, 2012 & Shin, 2007)
• Personal Innovativeness
• (Zarmpou et al., 2012)
• Perceived benefits
• (Lopez-Nicolas et al., 2008)
• Information Quality
• (Olsson et al., 2012)
• Costs
• (Parra-López et al., 2011)
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12. Proposed AR Acceptance Model cont.
Enjoyment
Perceived
Benefits
Perceived
Usefulness
Personal
Innovativeness
Attitude
Information
Quality
Intention to
use
Usage
Behavior
Perceived
Ease of Use
Costs of Use
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13. Limitations
•
•
•
•
Solely based on previous literature
No qualitative validation of variables
Has not considered users’ perceptions
Some variables based on mobile service
acceptance literature
Potential variables might me missing
• Not tested quantitatively
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14. Recommendations
• Mixed method approach
– Validation of model through interviews or focus groups
– Validation through observation/recording
– Potential extension with further variables which are
applicable to the context of study
– Testing of proposed model
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15. Thank you very much for your attention!
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