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RESEARCH PRODUCT

User Perspective on the Adoption of Mobile Augmented Reality Based Applications

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Mobile augmented reality (AR) based applications enable digital content to be connected with the user’s real world surroundings. To begin with, the current types of consumer-level applications are introduced. The main purpose of the chapter is to study the adoption and perceived strengths and weaknesses of mobile AR-based applications by analyzing quantitative and qualitative responses of 90 actual users. Diffusion of innovations (DOI) theory is adopted with structural equation modeling (SEM) to investigate the intention to use such applications. Perceived strengths and weaknesses, mentioned by the users, are analyzed by qualitative coding. Results indicate that the constructs of diffusion of innovations theory are able to explain 67.7% of variance for the intention to use AR-based applications. Relative advantage, ease of use, and observability are significant factors determining use intentions. The strengths and weaknesses of applications are related to content, features, ease of use, technology and hardware, enjoyment, and concept.