A new reality: Exploring continuance intention to use mobile augmented reality for entertainment purposes |
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| Affiliation: | 1. University of Bayreuth, Faculty of Law, Business and Economics, Chair of Innovation and Dialogue Marketing, D-95440 Bayreuth, Germany;2. Karlsruhe Institute of Technology (KIT), Institute for Information Systems and Marketing, Chair of Information Services and Electronic Markets, Kaiserstr. 12, D-76131 Karlsruhe, Germany;3. Brandenburg University of Technology Cottbus-Senftenberg, Chair of Marketing and Innovation Management, Erich-Weinert-Str. 1, D-03046 Cottbus, Germany |
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| Abstract: | Augmented Reality (AR) is a technology that combines virtual objects with the real world. In recent years, the rapid development of smartphones has provided a suitable environment for AR technology. This study aims to explore the continuance intention to utilize AR mobile entertainment applications, using the decomposed theory of planned behavior. The research hypotheses were verified using structural equation modeling, which revealed that: (1) telepresence, perceived mobility, perceived enjoyment, and perceived connectedness exert a positive effect on users' attitude toward AR mobile apps; nostalgia is the only factor not to do so; (2) perceived critical mass has a significant positive impact on subjective norms, whereas peer influence does not; (3) self-efficacy has a significant positive influence on perceived behavioral control but facilitating conditions does not; and (4) users' attitude, subjective norms, and perceived behavioral control all have significant positive impacts on users’ intention to continue to use the technology. |
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| Keywords: | Augmented reality technology Entertainment mobile apps Decomposed theory of planned behavior |
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