Assessing user benefits and privacy concerns in utilitarian and hedonic mobile augmented reality apps

Hong Qin · Alsius David · Ahasan Harun · Md Rasel Al Mamun · Daniel Alan Peak · Victor R. Prybutok

19 citations0/0 files storedIndustrial Management & Data Systems

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Technology Adoption and User Behaviour Consumer Retail Behavior Studies Augmented Reality Applications

Abstract

Purpose The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their experiences with different MAR applications and how their decision-making process is performed, particularly in the setting of smartphones. Design/methodology/approach A web-based online survey was administered to collect data on consumers' perceptions of two different MAR apps: utilitarian and hedonic apps. Reliability and validity of the measurement scales, non-response bias and comment method bias were assessed. With the support of measurement model, partial least square (PLS) was employed to test the research hypotheses. Findings This study reveals that the technological attributes of augmented reality (AR) apps have significant effects on consumer perceptions of their utilitarian and hedonic benefits, including interactivity, visual quality, service quality, technicality and aesthetics. Moreover, this study shows that consumers of hedonic apps place more importance on their enjoyment with the MAR app; consumers of utilitarian apps focus more on the accrued functional values. The findings provide practical insights for retailers in AR marketing and application development in the MAR environment. Originality/value This study provides a comprehensive viewpoint for analyzing ongoing use and purchase intentions simultaneously in a unified theoretical framework. In addition, it compares different types of MAR apps: hedonic and utilitarian. Furthermore, it is one of the first few studies attempting to provide a comprehensive understanding of the predictive role of MAR technologies by incorporating privacy concerns into the research model based on user and gratification framework.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 19 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2018When to use and how to report the results of PLS-SEM 2011Sources of Method Bias in Social Science Research and Recommendations on How to Control It 1977Estimating Nonresponse Bias in Mail Surveys 2015Common Method Bias in PLS-SEM 1992Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1 2007Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management1

Cited by

2024Impact of perceived ease of use on impulsive buying behaviour through mobile commerce with hedonic and utilitarian effects

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.