IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i5p2040-d1349109.html
   My bibliography  Save this article

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

Author

Listed:
  • Jui-Che Tu

    (Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 640301, Taiwan)

  • Xi-Hui Jia

    (Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 640301, Taiwan)

Abstract

With the rapid growth of online entertainment live streaming, how to continuously innovate and achieve long-term sustainability has become a major challenge for the industry. Augmented reality (AR) technology offers users immersive interactive experiences and potentially addresses this challenge. The aim of this study is to explore how AR technology influences key components of user online experience—immersion and intention to pay—using survey data. Building upon the Hedonic Motivation System Adoption Model (HMSAM), this research incorporates aesthetic variables to theoretically expand the model in order to gain a deeper understanding of the mechanisms influencing user behavior. A questionnaire survey was conducted to collect 450 valid samples. Detailed analysis was conducted using structural equation modeling. The findings confirm that aesthetic design significantly impacts users’ judgments of content value and perceived ease of use, generating positive effects at the perceptual level. Additionally, AR applications enhance the quality of user experience, thereby stimulating intrinsic motivations such as curiosity and joy. Further analysis indicates that users’ curiosity and perceived behavioral control directly influence the level of immersion and intention to pay. Overall, the research results offer important insights into industry applications. This study successfully expands the HMSAM theoretically by incorporating aesthetic variables to enhance the explanatory power of user judgment mechanisms. The analytical framework proposed aids in understanding the potential mechanisms of new technologies on customer experience and commercial value creation. The research findings provide guidelines for technological design and marketing strategies of streaming platforms.

Suggested Citation

  • Jui-Che Tu & Xi-Hui Jia, 2024. "A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode," Sustainability, MDPI, vol. 16(5), pages 1-37, February.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:2040-:d:1349109
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/5/2040/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/5/2040/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Haihua Zhou & Jing Liu & Xiaodong Cui, 2021. "Research on Influencing Factors of Adoption Behavior of Mobile Readers Based on Meta-Analysis," Mathematical Problems in Engineering, Hindawi, vol. 2021, pages 1-13, September.
    2. Andrea Szalavetz, 2020. "Digital transformation – enabling factory economy actors’ entrepreneurial integration in global value chains?," Post-Communist Economies, Taylor & Francis Journals, vol. 32(6), pages 771-792, July.
    3. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    4. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
    5. Sinan He & Dingkai Chen & Xiaoqi Shang & Linwei Han & Longyu Shi, 2022. "Resident Satisfaction of Urban Green Spaces through the Lens of Landsenses Ecology," IJERPH, MDPI, vol. 19(22), pages 1-15, November.
    6. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    7. Hailiang Wang & Jiaxin Zhang & Yan Luximon & Mingfu Qin & Ping Geng & Da Tao, 2022. "The Determinants of User Acceptance of Mobile Medical Platforms: An Investigation Integrating the TPB, TAM, and Patient-Centered Factors," IJERPH, MDPI, vol. 19(17), pages 1-17, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    2. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    4. Jing Wang & Eunyoung Kim, 2023. "The Development and Validation of an Instrument to Collaborative Teaching Assessment under the Impact of COVID-19 through the SECI Model," Sustainability, MDPI, vol. 15(12), pages 1-15, June.
    5. Attié, Elodie & Meyer-Waarden, Lars, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    6. Wasapon Thanabodypath & Achara Chandrachai & Sudkate Chaiyo & Orawon Chailapakul, 2021. "Industrial Buyer Innovation Adoption Model: A Focus on a Smartphone-Based Electrochemical Analytical Device for Toxic Heavy Metal Detection," Sustainability, MDPI, vol. 13(21), pages 1-21, October.
    7. Muhammad Hamza & Rai Waqas Azfar & Khwaja Mateen Mazher & Basel Sultan & Ahsen Maqsoom & Shabir Hussain Khahro & Zubair Ahmed Memon, 2023. "Exploring Perceptions of the Adoption of Prefabricated Construction Technology in Pakistan Using the Technology Acceptance Model," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    8. Irianna Futri & Chavis Ketkaew & Phaninee Naruetharadhol, 2024. "Influential Factors Affecting the Intention to Utilize Advance Care Plans (ACPs) in Thailand and Indonesia," Societies, MDPI, vol. 14(8), pages 1-20, July.
    9. Alsajjan, Bander & Dennis, Charles, 2010. "Internet banking acceptance model: Cross-market examination," Journal of Business Research, Elsevier, vol. 63(9-10), pages 957-963, September.
    10. Yajuan Deng & Haina Shen & Xiaofen Ji, 2024. "Exploring Virtual Fashion Consumption through the Emotional Three-Level Theory: Reflections on Sustainable Consumer Behavior," Sustainability, MDPI, vol. 16(13), pages 1-24, July.
    11. Kerstin Pezoldt & Jana Schliewe, 2012. "Akzeptanz von Self-Service-Technologien: State of the Art," Schmalenbach Journal of Business Research, Springer, vol. 64(2), pages 205-253, March.
    12. Alesanco-Llorente, María & Reinares-Lara, Eva & Pelegrín-Borondo, Jorge & Olarte-Pascual, Cristina, 2023. "Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    13. Fan Xu & Jing Hu & Duanduan Liu & Chao Zhou, 2024. "Towards Sustainable Healthcare: Exploring Factors Influencing Use of Mobile Applications for Medical Escort Services," Sustainability, MDPI, vol. 16(14), pages 1-19, July.
    14. Isaac Owusu Asante & Jiaming Fang & Dennis Fiifi Darko & Hossin M. D. Altab, 2021. "Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion," SAGE Open, , vol. 11(1), pages 21582440211, March.
    15. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Muhammad Shujaat Mubarik, 2023. "Customer acceptance toward Islamic personal financing in Pakistan," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 270-284, June.
    16. Elodie Attié & Lars Meyer-Waarden, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Post-Print hal-04065165, HAL.
    17. Hart O. Awa & Ojiabo Ukoha & Bartholomew C. Emecheta, 2016. "Using T-O-E theoretical framework to study the adoption of ERP solution," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1196571-119, December.
    18. Claudel Mombeuil, 2024. "Consumers’ Willingness to Use Mobile Payments in Micro Business Transactions: Differences in Demographic Factors," Information Systems Frontiers, Springer, vol. 26(4), pages 1495-1508, August.
    19. Ye Jin & Qingning Lin & Shiping Mao, 2022. "Tanzanian Farmers’ Intention to Adopt Improved Maize Technology: Analyzing Influencing Factors Using SEM and fsQCA Methods," Agriculture, MDPI, vol. 12(12), pages 1-23, November.
    20. ChinHung Liu & YaHui Wu, 2021. "The Impact of Value-Belief-Norm Theory and Technology Acceptance Model on Use Intention of Green Design Packaging," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(7), pages 158-158, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:2040-:d:1349109. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.