A theory-based approach to the usability of augmented reality technology: A cost-benefit perspective. (February 2022)

• Record Type: Journal Article
• Authors: Yoon, Sungjoon; Oh, Jongchul
• Is Part Of: Technology in society. Volume 68(2022)
• Publication Date: 2022-02
• Subjects: Augmented reality -- Perceived value -- Usefulness -- Enjoyment -- Presence -- Technicality -- Perceived cost -- Adoption -- Diffusion; Technology -- Social aspects -- Periodicals; 303.483
• DOI: 10.1016/j.techsoc.2022.101860
• Languages: English
• ISSNs: 0160-791X

Abstract

Abstract: This study seeks to develop and empirically validate a new model of mobile technology adoption by incorporating theories of Value-based Adoption and Use-Diffusion. This study proposes a new conceptual framework that validates the relationships between three benefits (usefulness, enjoyment, and presence), two sacrifices (technicality and perceived cost), perceived value, and use-diffusion in regards to augmented reality-based mobile applications. The proposed predictive model embracing both benefit and sacrifice of adopting mobile technology offers more balanced perspective into the adoption process, which improves upon previous methods. The result suggests a new theoretical framework useful to predict consumers' adoption of new mobile technology. Highlights: The study adopts balanced (cost & benefit) approach to consumers' value system. The enjoyment and presence positively influence perceived value of AR adoption. Technicality positively influences, but perceived cost negatively influences AR adoption. Perceived value significantly influences use variety and use rate.