Table 3 - uploaded by Namho Chung
Content may be subject to copyright.
Source publication
Augmented reality (AR) is being developed as a part of smart tourism to provide information about destinations and attractions. Its usage will maximize tourist satisfaction, based on tourists’ active usage. Three aspects have been found to be factors encouraging tourists to actively utilize AR. The first aspect is technology readiness (TR) meaning...
Contexts in source publication
Context 1
... English version of all thirty-eight measurement items is summarized by construct in Table 3: optimism (five items), innovativeness (five items), visual appeal (five items), facilitating conditions (four items), perceived usefulness (four items), perceived ease of use (four items), AR attitude (four items), AR usage intention (three items), and destination visit intention (four items). In this study, we operationalized TR as a second-order reflective higher-level construct indicating the propensity for a tourist to embrace and use new technology in the context of tourism. ...
Context 2
... of the items were measured on a 7-point Likert scale ranging from strongly disagree (1) to strongly agree (7). Table 3 Four trained graduate students who majored in Tourism served as field researchers to collect data on November 16, 2013. Each field researcher handed out a directions flyer about using the AR application at the entrance of the Deoksugung. ...
Similar publications
The current research investigates the relationship among the factors influencing the success of mobile instant messaging (MIM) businesses: namely, network externalities, network quality, network intimacy, user satisfaction, and usage intention. The patterns of the data collected in China and South Korea confirmed that the impact of network external...
Citations
... Table 1 summarizes the empirical literature on the marketing effects of AR apps. AR apps affect purchase decisions (e.g., visit intention, reuse intention, purchase intention, and switching behavior: Ahmad et al., 2023;Anand et al., 2023;Barta et al., 2023;Chen et al., 2022;Cheng et al., 2023;Chung et al., 2015;David et al., 2021;Gatter et al., 2021;Haile and Kang, 2020;Kim and Hyun, 2016;Nugroho and Wang, 2023;Poushneh and Vazquez-Parraga, 2017;Pozharliev et al., 2022;Rauschnabel et al., 2017;Saleem et al., 2021;Trivedi et al., 2022;Watson et al., 2020;Zanger et al., 2022). They also affect psychological states (e.g., motivation, experience, satisfaction, usefulness: Alimamy and Al-Imamy, 2022;Chiu et al., 2021;Di Serio et al., 2013;Huang et al., 2019;Jessen et al., 2020;Khan et al., 2019;Moriuchi et al., 2021;Papakostas et al., 2023;Rauschnabel et al., 2019;Wang et al., 2022), personal relationships , and attitudes toward products and brands (e.g., brand engagement/personality: Cranmer et al., 2020;Erdmann et al., 2021;McLean and Wilson, 2019;Plotkina et al., 2022). ...
As a consumer service that complements their retail strategy, many retailers use augmented reality (AR) apps to allow consumers to evaluate their products and virtually place them in their surroundings (e.g., home). While previous research highlights the effects of AR apps on various consumer perceptions and behaviors, this research is original in examining the effect of AR app design on consumer perceptions of product value as a novel outcome, the underlying mediation mechanism, and the variation of this mechanism by consumer characteristics. Hypotheses are developed based on task-technology fit theory and tested using regression on AR app user data from Indonesia. The results show that AR app performance (i.e., technology performance) has a positive effect on perceived product value (i.e., consumer performance in the product evaluation task of identifying its value). This effect is mediated by the perceived fit between the AR app and the product evaluation task (i.e., task-technology fit). It is weaker for consumers with more knowledge about AR apps (i.e., technology knowledge) and a conscientious personality, and stronger for consumers with more e-commerce knowledge (i.e., task knowledge) and an open personality. Other personality dimensions have no moderating effects. This research extends task-technology fit theory by demonstrating its applicability to the novel context of AR apps and identifying new boundary conditions. It informs marketing practitioners on how to increase the perceived value of their products across different consumer segments.
... IoT. [2,49] LMT d • LMT1 ...
Background
The global increase in the Internet of Things (IoT) adoption has sparked interest in its application within the educational sector, particularly in colleges and universities. Previous studies have often focused on individual attitudes toward IoT without considering a multiperspective approach and have overlooked the impact of IoT on the technology acceptance model outside the educational domain.
Objective
This study aims to bridge the research gap by investigating the factors influencing IoT adoption in educational settings, thereby enhancing the understanding of collaborative learning through technology. It seeks to elucidate how IoT can facilitate learning processes and technology acceptance among college and university students in the United Arab Emirates.
Methods
A questionnaire was distributed to students across various colleges and universities in the United Arab Emirates, garnering 463 participants. The data collected were analyzed using a hybrid approach that integrates structural equation modeling (SEM) and artificial neural network (ANN), along with importance-performance map analysis to evaluate the significance and performance of each factor affecting IoT adoption.
Results
The study, involving 463 participants, identifies 2 primary levels at which factors influence the intention to adopt IoT technologies. Initial influences include technology optimism (TOP), innovation, and learning motivation, crucial for application engagement. Advanced influences stem from technology acceptance model constructs, particularly perceived ease of use (PE) and perceived usefulness (PU), which directly enhance adoption intentions. Detailed statistical analysis using partial least squares–SEM reveals significant relationships: TOP and innovativeness impact PE (β=.412, P =.04; β=.608, P =.002, respectively), and PU significantly influences TOP (β=.381, P =.04), innovativeness (β=.557, P=. 003), and learning motivation (β=.752, P <.001). These results support our hypotheses (H1, H2, H3, H4, and H5). Further, the intention to use IoT is significantly affected by PE and usefulness (β=.619, P <.001; β=.598, P <.001, respectively). ANN modeling enhances these findings, showing superior predictive power ( R ² =89.7%) compared to partial least squares–SEM ( R ² =86.3%), indicating a more effective identification of nonlinear associations. Importance-performance map analysis corroborates these results, demonstrating the importance and performance of PU as most critical, followed by technology innovativeness and optimism, in shaping behavioral intentions to use IoT.
Conclusions
This research contributes methodologically by leveraging deep ANN architecture to explore nonlinear relationships among factors influencing IoT adoption in education. The study underscores the importance of both intrinsic motivational factors and perceived technological attributes in fostering IoT adoption, offering insights for educational institutions considering IoT integration into their learning environments.
... The Technology Adoption Model (TAM) is a highly used and important theory that aims to elucidate the adoption and utilization of information technologies by humans (Chung et al., 2015). The concept posits that the acceptance (attitude) and adoption choices (behaviour) of users after the introduction of a new technology or system may be influenced by many aspects, including perceived utility, ease of use and pleasure (Davis & Davis, 1989). ...
... The items for this study were adapted from previous literature (Table 1). (Ayeh, 2015;Chung et al., 2015) Perceived Enjoyment 3 (Lee et al., 2012;Van Der Heijden, 2001) Perceived Ease of Use 3 (Ayeh, 2015;Chung et al., 2015) Attitude Towards SVPs 3 (Chung et al., 2015;Lee et al., 2012) Data Analysis and Statistical Analysis: Exploratory Factor Analysis (EFA) and multiple regressions were used to identify the factors and their relative strengths towards tourists' attitude with respect to short video platforms (SVPs). SPSS software was used in analysing data. ...
... The items for this study were adapted from previous literature (Table 1). (Ayeh, 2015;Chung et al., 2015) Perceived Enjoyment 3 (Lee et al., 2012;Van Der Heijden, 2001) Perceived Ease of Use 3 (Ayeh, 2015;Chung et al., 2015) Attitude Towards SVPs 3 (Chung et al., 2015;Lee et al., 2012) Data Analysis and Statistical Analysis: Exploratory Factor Analysis (EFA) and multiple regressions were used to identify the factors and their relative strengths towards tourists' attitude with respect to short video platforms (SVPs). SPSS software was used in analysing data. ...
Background: In spite of the fact that Short Video Platforms (SVPs) are becoming more popular in the tourism industry, however scarce literature on SVP influence tourists' attitude towards various SVPs is available. This study has used Technology Acceptance Model (TAM) to comprehend the tourist's attitude towards SVPs. Objectives: The study objectives were twofold: First, to explore factors influencing tourist's attitude towards SVP's. Second, examining the impact of antecedents on tourist's attitude towards SVP's. Methodology: Exploratory research design was used in this study on 331 samples in Varanasi with a sample size of 331, purposive sampling technique was incorporated. Exploratory Factor Analysis (EFA) and multiple regressions were used to identify the factors and their relative strengths towards tourists' attitude with respect to short video platforms (SVPs). SPSS software was used in analysing data. Results: Findings of the study revealed that perceived enjoyment is the strongest predictor of tourist's attitude towards SVPs and perceived usefulness is the weakest one. The results suggested coeficient of determination (R2) of 0.422 that 42.20% of the variance in the dependent variable (Tourists Attitude towards Short Video Platforms) can be accounted for by the independent variables, namely perceived usefulness, perceived ease of use and perceived pleasure. Conclusion: The use of Social Media Influencers (SMIs) who demonstrate competence and the presentation of films that are both fun and user-friendly on SVPs should be the primary emphasis of Destination Marketing Organizations (DMOs) and tourist marketers for the promotion of their respective destinations.
... Al fine di garantire lo sviluppo economico, la competitività dei territori, l'inclusione e la sostenibilità, le geotecnologie sono applicate dai diversi attori dell'offerta al campo del patrimonio culturale. Le aspettative relative al perseguimento di vantaggi competitivi per i territori si basano sull'assunto che, per mezzo delle Information and Communication Technologies (ICT), si possa non solo migliorare l'esperienza dei luoghi del patrimonio, rendendola più dinamica e partecipativa, ma anche garantire una migliore gestione delle risorse (Wang et al. 2012;Garau 2014;Chung et al. 2015;Buonincontri, Micera 2016;Liberato et al. 2018). Questo orizzonte interpretativo ha determinato il proliferare di interconnessioni tra gli studi sulle varie tipologie di smartness e quelli sul patrimonio culturale, che hanno dato luogo alle espressioni Digital Heritage, Augmented Heritage e Virtual Heritage. ...
L’innovazione tecnologica nel settore del patrimonio culturale è un obiettivo che guida le politiche locali e sovranazionali, sostanzia le strategie di sviluppo e convoglia i finanziamenti dell’UE. I progetti di cooperazione tra gli Stati membri prevedono un impiego sempre più sistematico delle geotecnologie per la gestione e la valorizzazione del patrimonio culturale e l’uso di tali strumenti è ritenuto funzionale a garantire lo sviluppo economico, la competitività, l’inclusione e la sostenibilità. Il presente lavoro intende riflettere sulle politiche dell’innovazione e sulle possibili applicazioni delle geotecnologie nel settore del patrimonio con riferimento al progetto iHeritage, finanziato dall’UE con l’iniziativa di cooperazione transfrontaliera (CBC) Mediterranean, Sea Basin Programme, implementata attraverso l’European Neighbourhood Instrument (ENI). Il contributo illustra, attraverso il caso di studio, le opportunità, i rischi e le sfide delle soluzioni digitali più innovative per la valorizzazione del patrimonio culturale nei siti UNESCO.
... Each variable was measured using a 5-point Likert scale, ranging from 1 (Strongly Disagree) to 5 (Strongly Agree). Perceived usefulness (PU) and interactivity (INT) were measured using scales from Chung et al. (2015) and Kim et al. (2020). The sample items are "The AR technology makes the brand look useful" and "Using the AR technology enables me to create social relationships with other users." ...
... Example items are, "It is important to have instructions spelt out so that I always know what I'm expected to do." and "Individuals should sacrifice selfinterest for the group." EV playfulness and aesthetics were assessed using a scale from (Chung et al. 2015), He et al. (2018), and Mathwick et al. (2001). Sample items were "I really enjoy this brand experience with the AR" and "The brand as seen through AR is quite attractive." ...
Brick‐and‐mortar stores in the e‐commerce era with declining revenues emphasize augmented reality (AR) to foster brand loyalty. This study examines how AR technological and cultural factors impact experiential values (EV) (playfulness and aesthetics), which subsequently influence brand loyalty in the UK and UAE, mediated by satisfaction. Whereas AR psychological engagement moderates the satisfaction‐brand‐loyalty link. Using the Stimulus–Organism–Response (SOR) theory, data were collected via questionnaires from 500 women, with an 84% response rate. Analysis reveals AR technological and cultural factors significantly impact EVs. Meanwhile, satisfaction mediates the relationship between EV and brand loyalty. However, the magnitude of these effects differs between the UK and UAE. AR's psychological engagement as a moderator is insignificant. The study offers unique insights by framing cultural factors as contextual stimuli within the SOR framework, enriching AR research by shaping EV. The study contributes novelty by examining the impact of EV on brand loyalty via satisfaction in the beauty industry with innovative technology AR magic mirror in the UK. Additionally, pioneering AR research in the underrepresented UAE beauty industry. The study offers substantive insights for researchers and practitioners alike, recommending culturally adaptive AR solutions, personalized and playful features, and sleek interfaces for the UK and UAE markets, respectively.
... Table 1 summarizes the empirical literature on the marketing effects of AR apps. This literature consistently finds positive effects of AR on various consumer behaviors, such as visit intention (Ahmad et al., 2023;Chung et al., 2015), reuse intention (Anand et al., 2023;H. C. Kim & Hyun, 2016), purchase intention (Barta et al., 2023;Gatter et al., 2021;Haile & Kang, 2020;Poushneh & Vazquez-Parraga, 2017;Pozharliev et al., 2022;Trivedi et al., 2022;Watson et al., 2018), engagement (McLean & Wilson, 2019, and switching behavior (Chen et al., 2021;Nugroho & Wang, 2023;Rauschnabel et al., 2017;Zanger et al., 2022). ...
... Second, it is the first study to highlight the critical role of brand online trust as a mediator in an e-commerce context, whereas previous literature has examined effects on other dependent variables (e.g. Anand et al., 2023;Barta et al., 2023;Chen et al., 2021;Chiu et al., 2021;Chung et al., 2015;Cranmer et al., 2020;David et al., 2021;Di Serio et al., 2013;Erdmann et al., 2021;Haile & Kang, 2020;Khan et al., 2019;Pozharliev et al., 2022;Saleem et al., 2021;Zanger et al., 2022) and other mediators (e.g. Alimamy & Al-Imamy, 2022; Moriuchi et al., 2021;Papakostas et al., 2023;Rauschnabel et al., 2019). ...
Since limited trust is a major barrier to consumer adoption of products and services, this research examines how augmented reality (AR) apps can be designed for different market segments to effectively increase consumer trust and thereby loyalty. Its originality lies in examining the behavioral impact of a previously unexplored set of AR app quality attributes, and in comparing this impact across previously unexplored dimensions of consumer markets. Using the statistical software packages SPSS and AMOS, this research analyzes data collected from 1661 consumers in China and Japan using random sampling. The results suggest that the AR app quality dimensions of interactivity, system quality, product informativeness, and reality congruence positively influence consumer trust in a firm's digital marketing content, which in turn drives consumer loyalty. The effect of product informativeness is stronger for consumers with more e-commerce experience. A comparison of consumer markets with higher (China) and lower (Japan) digital competitiveness suggests that market digital competitiveness amplifies the effect of system quality and attenuates the effect of reality congruence. These findings guide practitioners in the design of trust-building AR apps and expand marketing scholars' understanding of trust formation.
... It is considered that the tourism industry is one of the best fields that achieved income for countries, it is one important factor that affects countries' economies. Augmented reality technology helped to develop this industry because of the great potential offered by this technology to tourists (Chung, Han, & Joun, 2015). Augmented reality technology provides tourist with an experience they cannot ignore, tourist can use this technology to see the place he is planning to visit before by using an application that produces virtual objects in the real world so the tourist lives in the real world (Cranmer, tom Dieck, & Fountoulaki, 2020). ...
This study examines the diverse applications and consequences of augmented reality (AR) on customer behavior in a range of businesses. AR improves surgical accuracy and medical training in the healthcare industry, and it makes virtual try-ons and interactive buying easier in the retail sector. Virtual property tours are beneficial to the real estate industry, and interactive information improves learning results in the classroom. AR is used in manufacturing for quality control and training, and in gaming and entertainment for immersive narrative. AR has a significant impact on customer behavior, influencing buying decisions and boosting engagement. Notwithstanding obstacles like privacy issues and technological limitations, augmented reality (AR) promises to continue evolving and finding new uses in the future, drastically altering how customers engage with goods and services.
... Dealers could optimize AR creativities by regulating the dynamics between passive and active AR features to promote three types of interactions: consumer-brand, consumer-consumer, and consumer-bystander. (37) Slight design variations and engagement strategies could improve interaction, enhancing consumer knowledge and the return on outlay for AR campaigns. ...
Introduction: Augmented Reality (AR) advertising has significantly influenced digital marketing by providing immersive and engaging consumer experiences. This article explores the evolution and implications of AR technology in advertising through a comprehensive literature review of publications from 2009 to 2024. Methods: The review categorizes various AR applications and investigates their theoretical foundations, methodologies, trends, and key findings related to immersive capabilities in advertising. Key aspects such as interactivity, personalization, and sensory engagement are examined to assess their influence on consumer interactions.Results: The findings indicate that AR advertising has garnered substantial academic attention over the past decade and a half. It has been recognized for its transformative potential in consumer-brand interactions, particularly in sectors like retail, entertainment, and tourism, which have pioneered the use of AR to create impactful experiences. However, the review also highlights gaps in existing research regarding AR’s immersive effects across different cultural contexts and the incorporation of cutting-edge technologies, including AI. Conclusions: The synthesis of existing studies positions immersion as a critical factor in the evolution of AR advertising strategies. The article advances the discourse on AR in marketing and suggests pathways for future research to enhance understanding of AR's effects and capabilities in various contexts.
... The self-reported survey was divided into three sections. The first measured the tourist expectations [68] and visit intentions [69]. The second section measured learning about the destinations [31,70], ecological validity to measure the sensory fidelity [71], and self-reported emotion measurement using valence-arousal-dominance [42]. ...
One emerging tourism experience is dark tourism, an emotionally laden experience of visiting a site of death, disaster, and sorrow, and simultaneously learning about historical dark incidents in the past. The emergence of virtual reality can shape virtual dark tourism experiences in virtual realism, which require sensory-themed experiences to enhance the experiences of visitors. This study aims to understand the effect of thermal stimuli on virtual dark tourism experiences by employing cross-modal correspondence and the sensation transference theory. Using a laboratory experiment with 107 participants with three thermal stimuli treatment groups, we deduce that thermal stimuli significantly influence individual emotions, as indicated by two measurements: self-reported and psychophysiological data from wearable devices. This study extends the understanding of cross-modal correspondence in sensory marketing and sensory design experiences in virtual dimensions through sensing, feelings, thinking, and relationships
... However, despite its potential, the adoption of AR in tourism is not without challenges. Issues such as the technological readiness of users, the need for robust and user-friendly applications, and the cultural differences in AR acceptance require careful consideration to maximize the effectiveness of AR in tourism [20]. ...
The tourism sector, a major economic contributor, seeks innovative approaches to enhance the user experience. In this evolving landscape of global tourism, using augmented reality (AR) technology can be a way to increase the engagement of tourists, but current AR applications often overwhelm (and bore) the users with excessive information. This study addresses the challenge of designing an AR solution that increases the efficiency of exploring and navigating tourist routes, while minimizing information overload by only offering contextualized information about those itineraries. The AR application delivers personalized details about historical monuments, points of interest (POIs), and cultural landmarks, enriching educational experiences and promoting local tourism. The solution was tested on two historic routes, one in Porto and the other in Chaves (both in Portugal), chosen for their cultural richness. The study’s conclusions, derived from experimentation and statistical analysis, confirm the AR technology’s effectiveness in enhancing the efficiency, immersion, and contextualization of tourist routes.
