A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness

By Tseng-Lung Huang, Shuling Liao. Electronic Commerce Research, 2014

423 citations recorded by the source corpus.

This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers’ innovativeness, this research discovers that consumers’ level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/527004e1f469e69ac50e91b63fa23d5d68f2e1a7

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Citations in the corpus

Augmented reality in support of Industry 4.0 - Implementation challenges and success factors (2019, methodology): “A study by [87] also utilises the TAM theory in the context of AR in the online fashion retail industry.”
Constituents and consequences of smart customer experience in retailing (2017, background): “Although researchers have explored the smart retail technologies such as augmented reality, shopping assistants, and RFID technology (Huang and Liao, 2015;Müller-Seitz et al., 2009), and provided insights regarding the factors that drive customer adoption of these smart retail technologies…”
‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications (2016, background): “While AR is hailed as playing an important role in the future, it has been largely neglected in the study of consumer behaviour research (Yadav & Pavlou, 2014) and there currently exists only limited research about how consumers react to this technology (Huang & Liao, 2015).”
Empathy and embodied experience in virtual environment: To what extent can virtual reality stimulate empathy and embodied experience? (2018, background): “Previous theories have assumed that users are passive agents who receive immersive hallucinations (e.g., Bracken, 2005; Gutierrez et al., 2007; Huang & Liao, 2015).”
Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets (2017, background): “Holbrook and Hirschman (1982) emphasize the nonverbal, sensory experience that is related to many products and facilitates consumers’ choice process, e.g. when using a virtual-try on (Huang and Liao, 2015).”
The challenges of entering the metaverse: An experiment on the effect of extended reality on workload (2022, background): “Retailers are also encouraged to consider embedding elements of an augmented interface and content into the virtual reality, since AR might bring additional shopping experiences to consumers such as enjoyment, playfulness, fun, etc. (Huang & Liao, 2015; Rese et al., 2017; Spreer & Kallweit, 2014).”
Transforming the Customer Experience through New Technologies (2020, background): “Whereas AR blends the virtual and real worlds (Huang & Liao, 2015), VR simulates the environment entirely, shutting out the real world.”
The influence of flow experience in the augmented reality context on psychological ownership (2021, methodology): “Consumers using AR technology can control the aesthetics via design, vividness, color, and virtual reality (Huang and Liao 2015; Mathwick, Malhotra, and Rigdon 2001).”
Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences (2017, background): “Such an advanced frontline interface can improve service quality and offer customers more effective, enjoyable online shopping (Huang and Liao 2015).”