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Examining the Cultural Differences in Acceptance of Mobile Augmented Reality: Comparison of South Korea and Ireland

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Hyunae Lee

    (Kyunghee University)

  • Namho Chung

    (Kyunghee University)

  • Timothy Jung

    (Manchester Metropolitan University)

Abstract

Augmented Reality (AR) is one of the emerging technologies used in cultural heritage tourism sites around the world. However, the process of having behavioural intention to use AR can be varied in different culture. Thus, this study selected two different countries, South Korea and Ireland, having high smartphone penetration rates, but with very different cultural profiles, and investigated the impact of cultural difference on acceptance of AR application (app) in cultural heritage tourism sites. Further, this study focused on the aesthetic and hedonic characteristics of AR apps from the perspective of hedonic information system. The results showed that aesthetics of AR have the strongest influence on perceived enjoyment. Also, as expected, South Korea, having high power distance, collectivism, and high uncertainty avoidance culture, displayed stronger dependence on social influence and hedonic characteristics of AR. Based on these findings, we present theoretical and practical implications.

Suggested Citation

  • Hyunae Lee & Namho Chung & Timothy Jung, 2015. "Examining the Cultural Differences in Acceptance of Mobile Augmented Reality: Comparison of South Korea and Ireland," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 477-491, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_35
    DOI: 10.1007/978-3-319-14343-9_35
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    Citations

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    Cited by:

    1. Mugobi, Thereza & Mlozi, Shogo, 2021. "The impact of external factors on ICT usage practices at UNESCO World Heritage Sites," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 3-12.
    2. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    3. Timothy Jung & M. Claudia tom Dieck & Hyunae Lee & Namho Chung, 2020. "Relationships among Beliefs, Attitudes, Time Resources, Subjective Norms, and Intentions to Use Wearable Augmented Reality in Art Galleries," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    4. Rese, Alexandra & Baier, Daniel & Geyer-Schulz, Andreas & Schreiber, Stefanie, 2017. "How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 306-319.

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