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A new reality: Exploring continuance intention to use mobile augmented reality for entertainment purposes

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  • Hung, Shiu-Wan
  • Chang, Che-Wei
  • Ma, Yu-Chen

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.

Suggested Citation

  • Hung, Shiu-Wan & Chang, Che-Wei & Ma, Yu-Chen, 2021. "A new reality: Exploring continuance intention to use mobile augmented reality for entertainment purposes," Technology in Society, Elsevier, vol. 67(C).
    • Handle: RePEc:eee:teinso:v:67:y:2021:i:c:s0160791x21002323
    DOI: 10.1016/j.techsoc.2021.101757
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    References listed on IDEAS

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    Cited by:

    1. Caboni, Federica & Basile, Vincenzo & Kumar, Harish & Agarwal, Diksha, 2024. "A holistic framework for consumer usage modes of augmented reality marketing in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    2. Hamid Mahmood Gelaidan & Abdullah Al-Swidi & Muhammad Haroon Hafeez, 2023. "Studying the Joint Effects of Perceived Service Quality, Perceived Benefits, and Environmental Concerns in Sustainable Travel Behavior: Extending the TPB," Sustainability, MDPI, vol. 15(14), pages 1-22, July.
    3. Wang, Xueqin & Wong, Yiik Diew & Chen, Tianyi & Yuen, Kum Fai, 2022. "An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour," Journal of Business Research, Elsevier, vol. 142(C), pages 1053-1067.
    4. Hoang, Sinh Duc & Dey, Sandeep Kumar & Tučková, Zuzana & Pham, Tien Phat, 2023. "Harnessing the power of virtual reality: Enhancing telepresence and inspiring sustainable travel intentions in the tourism industry," Technology in Society, Elsevier, vol. 75(C).

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