ARAM: A Technology Acceptance Model to Ascertain the Behavioural Intention to Use Augmented Reality

Anabela Marto; Alexandrino Gonçalves; Miguel Melo; Maximino Bessa; Rui Silva

doi:10.3390/jimaging9030073

ARAM: A Technology Acceptance Model to Ascertain the Behavioural Intention to Use Augmented Reality

J Imaging. 2023 Mar 21;9(3):73. doi: 10.3390/jimaging9030073.

Authors

Anabela Marto¹, Alexandrino Gonçalves¹, Miguel Melo², Maximino Bessa³, Rui Silva³

Affiliations

¹ Computer Science and Communication Research Centre (CIIC), School of Technology and Management (ESTG), Polytechnic of Leiria, 2411-901 Leiria, Portugal.
² Institute for Systems and Computer Engineering, Technology and Science (INESC TEC), 4200-465 Porto, Portugal.
³ Department of Engineering, University of Trás-os-Montes and Alto Douro, 5000-801 Vila Real, Portugal.

Abstract

The expansion of augmented reality across society, its availability in mobile platforms and the novelty character it embodies by appearing in a growing number of areas, have raised new questions related to people's predisposition to use this technology in their daily life. Acceptance models, which have been updated following technological breakthroughs and society changes, are known to be great tools for predicting the intention to use a new technological system. This paper proposes a new acceptance model aiming to ascertain the intention to use augmented reality technology in heritage sites-the Augmented Reality Acceptance Model (ARAM). ARAM relies on the use of the Unified Theory of Acceptance and Use of Technology model (UTAUT) model's constructs, namely performance expectancy, effort expectancy, social influence, and facilitating conditions, to which the new and adapted constructs of trust expectancy, technological innovation, computer anxiety and hedonic motivation are added. This model was validated with data gathered from 528 participants. Results confirm ARAM as a reliable tool to determine the acceptance of augmented reality technology for usage in cultural heritage sites. The direct impact of performance expectancy, facilitating conditions and hedonic motivation is validated as having a positive influence on behavioural intention. Trust expectancy and technological innovation are demonstrated to have a positive influence on performance expectancy whereas hedonic motivation is negatively influenced by effort expectancy and by computer anxiety. The research, thus, supports ARAM as a suitable model to ascertain the behavioural intention to use augmented reality in new areas of activity.

Keywords: UTAUT; acceptance of technology model; cultural heritage; mobile augmented reality.

Grants and funding

This work was supported by national funds through the Portuguese Foundation for Science and Technology (FCT) under the project UIDB/04524/2020. The work of author Rui Silva is supported by national funds, through the FCT—Portuguese Foundation for Science and Technology under the project UIDB/04011/2022 and by NECE-UBI, Research Centre for Business Sciences, Research Centre under the project UIDB/04630/2022.