| تعداد نشریات | 63 |
| تعداد شمارهها | 2,260 |
| تعداد مقالات | 18,621 |
| تعداد مشاهده مقاله | 57,686,410 |
| تعداد دریافت فایل اصل مقاله | 29,534,581 |
The Effect of the Theory of Acceptance and Use of Augmented Reality on the Intention to Use Mobile Tourism Augmented Reality Apps: the Mediating Role of Hedonic Motivation | ||
| International Journal of Digital Content Management | ||
| مقاله 4، دوره 5، شماره 9، مهر 2024، صفحه 63-87 اصل مقاله (1.45 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2023.73454.1200 | ||
| نویسندگان | ||
| Payam Partovinia1؛ Niloofar Abbaspoor* 2 | ||
| 1M.A. Business Administration, Department of Business Administration, Kharazmi University, Iran | ||
| 2Assistant Professor, Department of Business Administration, Kharazmi University, Tehran, Iran | ||
| چکیده | ||
| Purpose: In contemporary times, augmented reality is a cornerstone technology within the tourism sector. Nonetheless, the inclination towards embracing and utilizing augmented reality applications in tourism hinges upon multifaceted determinants, meriting examination through the integrated lens of technology acceptance and use theory. Concurrently, these determinants sway individuals' hedonistic motivations to engage with such apps. This juncture holds significance for managerial considerations, delineating pivotal factors influencing the adoption of this technology. Hence, this present inquiry explores the nexus between the technology acceptance and use theory and the hedonistic motivations for tourism augmented reality apps on mobile platforms within the Iranian context. Method: The current research's statistical population consists of users of tourism augmented reality apps. The sample size is 201 users. The data collection tool is a questionnaire. A structural equation test was used to analyze the data. Findings: The research findings indicate that four factors, namely performance expectancy, effort expectancy, social influence, and facilitating conditions, have a positive and significant impact on the hedonic motivation to use tourism augmented reality apps. Moreover, all four factors of the Unified Theory of Acceptance and Use of Technology (UTAUT) positively influenced the intention to use augmented reality applications on mobile phones. Additionally, hedonic motivation was shown to positively and significantly affect the intention to use tourism augmented reality apps on mobile phones. Notably, hedonic motivation is a crucial mediator between the Unified Theory of Acceptance and Use of Technology (UTAUT) dimensions and the intention to use augmented reality applications. However, the mediating role of hedonic motivation was not supported for performance expectancy and behavioral intention. Conclusion: This research investigates the factors influencing the motivation to use augmented reality (AR) apps in tourism. It finds that performance expectancy, effort expectancy, social influence, and facilitating conditions positively impact hedonic motivation for AR app usage. The study validates the Unified Theory of Acceptance and Use of Technology (UTAUT) for predicting AR app adoption. Notably, hedonic motivation mediates between UTAUT dimensions and intention to use AR technology, suggesting implications for enhancing AR app design in the tourism sector. | ||
| کلیدواژهها | ||
| Augmented reality؛ Hedonic motivation؛ MART؛ UTAUT | ||
| مراجع | ||
ReferencesAjzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Okaily, M., Abd Rahman, M. S., & Ali, A. (2019). Factors affecting the acceptance of mobile payment systems in Jordan: The moderating role of Trust. Journal of Information System and Technology Management, 4(15), 16-26. https://doi.org/10.35631/jistm.415002
Althewaynee, H. B., Hamood, M. M., & Hussein, H. A. (2022). A systematic review of using augmented reality in tourism between 2017 and 2021. ResearchJet Journal of Analysis and Inventions, 3(8), 1-28. https://journal.pubmedia.id/index.php/ResearchJet/article/download/1350/1330
AMBARWATI, R., HARJA, Y. D., & THAMRIN, S. (2020). The role of facilitating conditions and user habits: a case of Indonesian online learning platform. The Journal of Asian Finance, Economics and Business (JAFEB), 7(10), 481-489. https://doi.org/10.13106/jafeb.2020.vol7.no10.481
Boto-García, D., & Baños-Pino, J. F. (2022). Social influence and bandwagon effects in tourism travel. Annals of Tourism Research, 93, 103366. https://doi.org/10.1016/j.annals.2022.103366
Buhalis, D., Leung, D., & Law Rob, L. R. (2011). eTourism: critical information and communication technologies for tourism destinations. In Destination marketing and management: Theories and applications (pp. 205-224). Wallingford UK: CABI. https://doi.org/10.1079/9781845937621.0205
El-Said, O., & Aziz, H. (2022). Virtual tours a means to an end: An analysis of virtual tours’ role in tourism recovery post COVID-19. Journal of Travel Research, 61(3), 528-548.https://doi.org/10.1177/0047287521997567
Gharaibeh, M. K., Gharaibeh, N. K., Khan, M. A., Abu-ain, W. A. K., & Alqudah, M. K. (2021). Intention to use mobile augmented reality in the tourism sector. Computer Systems Science and Engineering, 37(2), 187-202. https://doi.org/10.32604/csse.2021.014902
Gharaibeh, N., Gharaibeh, M. K., Gharaibeh, O., & Bdour, W. (2020). Exploring intention to adopt mobile commerce: Integrating UTAUT2 with social media. International Journal of Scientific and Technology Research, 9(3), 3826-3833. https://www.researchgate.net/publication/340128776_Exploring_Intention_to_Adopt_Mobile_Commerce_Integrating_UTAUT2_with_Social_Media
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hassanzadeh, M. (2021). Virtual Reality and Its Implications on Digital Content Management. International Journal of Digital Content Management, 2(3), 11-23.
https://doi.org/10.22054/dcm.2021.13673
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Huang, S., Weiler, B., & Assaker, G. (2015). Effects of interpretive guiding outcomes on tourist satisfaction and behavioral intention. Journal of Travel Research, 54(3), 344-358. https://doi.org/10.1177/0047287513517426
Jung, T. H., Lee, H., Chung, N., & tom Dieck, M. C. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management.
Liao, C. H., Tsou, C. W., & Shu, Y. C. (2008). The roles of perceived enjoyment and price perception in determining acceptance of multimedia-on-demand. International Journal of Business and Information, 3(1), 27-52.
https://doi.org/10.6702/ijbi.2008.3.1.2
Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism management, 77, 104028. https://doi.org/10.1016/j.tourman.2019.104028
Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210. https://doi.org/10.3390/su11041210
Paola Torres Maldonado, U., Feroz Khan, G., Moon, J., & Jeung Rho, J. (2011). E‐learning motivation and educational portal acceptance in developing countries. Online Information Review, 35(1), 66-85. https://doi.org/10.1108/14684521111113597
Paulo, M. M., Rita, P., Oliveira, T., & Moro, S. (2018). Understanding mobile augmented reality adoption in a consumer context. Journal of hospitality and tourism technology, 9(2), 142-157. https://doi.org/10.1108/JHTT-01-2017-0006
Pinto, A. S., Abreu, A., Costa, E., & Paiva, J. (2022a). Augmented reality for a new reality: using UTAUT-3 to assess the adoption of mobile augmented reality in tourism (MART). Journal of Information Systems Engineering and Management, 7(2), 14550. https://doi.org/10.55267/iadt.07.12012
Pinto, A. S., Abreu, A., Costa, E., & Paiva, J. (2022b). Using UTAUT-3 to understand the adoption of Mobile Augmented Reality in Tourism (MART). In Advances in Tourism, Technology and Systems: Selected Papers from ICOTTS 2021, Volume 2 (pp. 373-384). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-16-9701-2_30
Oncioiu, I., & Priescu, I. (2022). The use of virtual reality in tourism destinations as a tool to develop tourist behavior perspective. Sustainability, 14(7), 4191. https://doi.org/10.3390/su13020553
Sadreddin, A., & Chan, Y. E. (2023). Pathways to developing information technology-enabled capabilities in born-digital new ventures. International Journal of Information Management, 68, 102572. https://doi.org/10.1016/j.ijinfomgt.2022.102572
Salimon, M. G., Yusoff, R. Z., & Mohd Mokhtar, S. S. (2016). The influence of e-satisfaction, e-trust and hedonic motivation on the adoption of e-banking and its determinants in Nigeria: A pilot study. Mediterranean Journal of Social Sciences, 7(1), 54-63. http://doi.org/10.5901/mjss.2016.v7n1p54
Seth, H., Talwar, S., Bhatia, A., Saxena, A., & Dhir, A. (2020). Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework. Journal of Retailing and Consumer Services, 55, 102071. https://doi.org/10.1016/j.jretconser.2020.102071
Shirmohammadi, Y., & Mohammadi, A. (2022). The effect of augmented reality marketing on the behavior and experiences of tourists during the Quaid 19 epidemic (case study of the virtual tour application of the National Museum of Iran). Journal of Tourism Planning and Development, 11(41), 171-200. http://doi.org/10.22080/JTPD.2022.22055.3610
Sitar‐Tăut, D. A. (2021). Mobile learning acceptance in social distancing during the COVID‐19 outbreak: The mediation effect of hedonic motivation. Human Behavior and Emerging Technologies, 3(3), 366-378. http://doi.org/10.1002/hbe2.261
Siyal, A. W., Chen, H., Chen, G., Memon, M. M., & Binte, Z. (2021). Structural equation modeling and artificial neural networks approach to predict continued use of mobile taxi booking apps: the mediating role of hedonic motivation. Data Technologies and Applications, 55(3), 372-39. https://doi.org/10.1108/DTA-03-2020-0066
Tambuwun, M. P. (2016). The influence of destination image, tourist satisfaction, and tourist loyalty on tourism development in Bali. International Journal of Business and Management Invention, 5(9), 69-73. http://www.ijbmi.org/papers/Vol(5)9/Version-1/E05916973.pdf
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178. https://doi.org/10.2307/41410412
Calderón-Fajardo, V., Carrasco-Santos, M. J., & Rossi Jimenez, C. (2022). The intention of consumers to use augmented reality apps in gastronomy–case of Málaga. Current Issues in Tourism, 1-17. https://doi.org/10.1080/13683500.2022.2056002
Weng, G.S., Zailani, S., Iranmanesh, M. and Hyun, S.S. (2017), “Mobile taxi booking application service’s continuance usage intention by users”, Transportation Research Part D: Transport and Environment, 57, 207-216. https://doi.org/10.1016/j.trd.2017.07.023
Winata, S., & Tjokrosaputro, M. (2022, May). The roles of effort expectancy, attitude, and service quality in mobile payment users continuance intention. In Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021) (pp. 121-126). Atlantis Press. https://doi.org/10.2991/aebmr.k.220501.020
Yadav, S., Chakraborty, P., Kochar, G., & Ansari, D. (2020). Interaction of children with an augmented reality smartphone app. International Journal of Information Technology, 12, 711-716. https://doi.org/10.1007/s41870-020-00460-6
Yung, R., & Khoo-Lattimore, C. (2019). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current issues in tourism, 22(17), 2056-2081. https://doi.org/10.30880/jthca.2019.11.03.001
Zhao, Y. (2023). Measuring sustainable development of intelligent tourism service system: analysis on the user’s intention. Environmental Science and Pollution Research, 30(18), 51542-51555. https://doi/10.1007/s11356-023-25868-y
Afkhami, H., & Hesampour, M. (2019). Challenges of Iranian television in facing digital technological developments, Audio and visual media, 14(33), 115-156. [in Persian]
Bagherpour, P., Mousavi, H., & Azarbakhsh, S. A. M. (2021). Convergence solutions between radio and television and virtual space in the field of content production. New Media Studies, 7(25), 392-359. [in Persian]
Bastani, S., Khaniki, H., & Arkanzadeh Yazdi, S. (2019). Iran's media system: incomplete replacement of new media and displacement of the media network. Culture Studies – 21(49), 7-31. [in Persian]
Chen, L., Chen, J., & Xia, C. (2022). Social network behavior and public opinion manipulation. Journal of Information Security and Applications, 64(10), 30-60.
Hakimara, M. A. (2019). Persuasive communication and advertising, organization of studying and compiling humanities books of universities (Samt) of Tehran. [in Persian]
Hasani Ahangar, M. R., Tawallaei, R., & Ahmadi, M. M. (2022) a local model of strategic management of transformation based on the intellectual system of the leadership, Scientific Journal of Islamic Management, 30(1), 35-82. [in Persian]
Hossein, M., Ogbeibu, S., Giridharan, B., Cham, T. H., Lim, W. M., & Paul, J. (2021). Individual motivation and social media influence on student knowledge sharing and learning performance: Evidence from an emerging economy. Computers & Education, 172, 104262.
Dadgar, H. (2013). Designing and explaining a model to deliver agents and convert current media into electronic media. Tehran: PhD thesis of Islamic Azad University of Tehran.
Kalogeropoulos, A., Rori, L., & Dimitrakopoulou, D. (2021). ‘Social Media Help me Distinguish Between Truth and Lies’: News Consumption in the Polarised and Low-Trust Media Landscape of Greece. South European Society and Politics, 26(1), 109-132.
Khrushch, S., Chaikovska, O., Volynets, V., & Kushnarov, V. (2021). Virtual space of the library in the conditions of digital transformation. In ICERI2021 Proceedings, (pp. 6859-6866). IATED.
Lacka, E., Wong, T. C., & Haddoud, M. Y. (2021). Can digital technologies improve students' efficiency? Exploring the role of Virtual Learning Environment and Social Media use in Higher Education. Computers & Education, 163, 104099.
Nasrollahi, A., & Mohammadi, H. (2021). Policy making of new media in Iran: (Case study: Broadcasting Organization and National Center of Virtual Space), Visual and Audio Media, 16(42), 81-108. [in Persian]
Pahlavi, P. C. (2003). Cyber-Diplomacy: A New Strategy of Influence. Halifax, Nova Scotia.
Pakdel, H., Rasouli, M. R., Nasrollahi Kasmani, A., & Khani., M. Sh. (2019). Explaining the challenges of the broadcasting organization in the virtual space, communication and media, 3(7), 11-35. [in Persian]
Park, C. S., & Gil de Zúñiga, H. (2021). Learning about politics from mass media and social media: Moderating roles of press freedom and public service broadcasting in 11 countries. International Journal of Public Opinion Research, 33(2), 315-335.
Rabbani, J., & Mohammadi Mehr, Gh. (2016). Factors affecting audience size in television news programs, Social Sciences Quarterly, 8(13), 101-124. [in Persian]
Rastegar, A. A., Ebrahimi, S. A., Shafiei Nikabadi, M., & Kolahi, B. (2022) Intelligent human resources design: a structural approach to the digital transformation of knowledge-based companies, Journal of Government Management, 14 (2), 215-234. [in Persian]
Rezaeian Qiyebashi, A., & Bayati, L. (2017). The scenario of the presence and activity of radio and television in the virtual space in the horizon of 1407. Communication Research Quarterly, 25(4), 9-39. [in Persian]
Safiullah, M. D., Pathak, P., & Singh, S. (2022). The impact of social media and news media on political marketing: an empirical study of 2014 Indian General Election. International Journal of Business Excellence, 26(4), 536-550.
Salvatian, S., & Khoshbayan, A. (2017). The study of compiling the best guidelines for the provincial TV channels from the point of view of national media managers and media experts. Media Journal, 29(2) (Serial 111), 9-30. [in Persian]
Shamsaeinia, R., & Khosh Bayan, A. (2019). Designing a convergence model and the function of social media in television programming, New Media Studies, 6(22), 269-295. [in Persian]
Sharifi, S. M., Labbafi, S., Radmanesh, B., & Miyahi, R. (2018). Presenting the model of national media news management in virtual space with the approach of ideological communication, interdisciplinary studies of communication and media, 2(4), 11-30. [in Persian]
Tashakkori, M., Dadgaran, M., & Nasrollahi, A. (2021). The role and place of new communication technologies in making radio-television production processes agile (case study: Islamic Republic of Iran Broadcasting Organization), audio and visual media, 15(37), 163-196. [in Persian]
Vardarlier, P., & Ozsahin, M. (2021). Digital transformation of human resource management: Social media’s performance effect. International Journal of Innovation and Technology Management, 18(03), 2150005. | ||
|
آمار تعداد مشاهده مقاله: 724 تعداد دریافت فایل اصل مقاله: 777 |
||