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Exploring Antecedents to Adopt Mobile Augmented Reality Applications: A Uses and Gratifications Approach

Exploring Antecedents to Adopt Mobile Augmented Reality Applications: A Uses and Gratifications Approach

İrem Eren Erdoğmuş, Pelin Şerefhan Doğanay, Görkem Vural
Copyright: © 2021 |Pages: 19
ISBN13: 9781799870104|ISBN10: 1799870103|ISBN13 Softcover: 9781799870111|EISBN13: 9781799870128
DOI: 10.4018/978-1-7998-7010-4.ch011
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MLA

Eren Erdoğmuş, İrem, et al. "Exploring Antecedents to Adopt Mobile Augmented Reality Applications: A Uses and Gratifications Approach." Handbook of Research on Software Quality Innovation in Interactive Systems, edited by Francisco Vicente Cipolla-Ficarra, IGI Global, 2021, pp. 285-303. https://doi.org/10.4018/978-1-7998-7010-4.ch011

APA

Eren Erdoğmuş, İ., Doğanay, P. Ş., & Vural, G. (2021). Exploring Antecedents to Adopt Mobile Augmented Reality Applications: A Uses and Gratifications Approach. In F. Cipolla-Ficarra (Ed.), Handbook of Research on Software Quality Innovation in Interactive Systems (pp. 285-303). IGI Global. https://doi.org/10.4018/978-1-7998-7010-4.ch011

Chicago

Eren Erdoğmuş, İrem, Pelin Şerefhan Doğanay, and Görkem Vural. "Exploring Antecedents to Adopt Mobile Augmented Reality Applications: A Uses and Gratifications Approach." In Handbook of Research on Software Quality Innovation in Interactive Systems, edited by Francisco Vicente Cipolla-Ficarra, 285-303. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-7010-4.ch011

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Abstract

The concept of augmented reality (AR) is a topic of increasing importance for the future of marketing. Research, especially on AR in mobile devices, is still in its infancy; therefore, this study explored the user motivations to employ mobile augmented reality applications against the hindrance of perceived risks and tried to understand user acceptance and willingness to use this technology and possible marketing-related outcomes. In-depth interviews were carried on with 16 participants as well as three mini focus group interviews with 12 participants. The underlying theories utilized were the technology acceptance model (TAM) and the uses and gratifications (U&G). The results showed that entertainment, obtaining information, experiential qualities, socialization, and personal motivations acted as gratifications in the adoption of AR applications, which exerted positive influence on brand interest, image, and purchase intention of the users.

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