Attractiveness of augmented reality to consumers
Tomasz Grzegorczyk , Rafał Śliwiński , Joanna Kaczmarek
AbstractAugmented reality (AR) may be capable of shaping the competitive advantage of companies by providing various benefits for the consumers. The aim of this article is to assess if AR is attractive to consumers and in which areas it can create the most value. Hence, we have sought to identify the most useful areas of AR applications, as well as factors influencing AR’s attractiveness. Our study finds that consumers regard AR as the most useful in the areas of education, medicine and tourism. Furthermore, we found a gap between the supply and needs of customers in terms of types of AR application offered on the market. We identified advantages and disadvantages of AR applications over their traditional counterparts impacting its adoption. Our research confirms that both hedonic and utilitarian aspects of the user experience are important for AR’s adoption.
|Journal series||Technology Analysis & Strategic Management, [Technology Analysis and Strategic Management], ISSN 0953-7325, e-ISSN 1465-3990, (N/A 70 pkt)|
|Publication size in sheets||0.6|
|Keywords in Polish||rzeczywistość rozszerzona, konkurencyjność, adopcja technologii, akceptacja technologii|
|Keywords in English||Augmented reality, competitiveness, technology adoption, technology acceptance|
|Score||= 70.0, 16-04-2020, ArticleFromJournal|
|Publication indicators||= 0; : 2018 = 0.981; : 2017 = 1.49 (2) - 2017=1.744 (5)|
|Citation count*||4 (2020-09-21)|
|Uwagi||First online 15 Apr 2019|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.