Augmenting reality: An exploration of the intention to use commercial augmented reality comparing older and younger adults differing in technology innovativeness
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SourceJournal of Euromarketing, 29, 5, (2020), pp. 5-28
Article / Letter to editor
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SW OZ BSI CW
Journal of Euromarketing
SubjectCommunication and Media
The interactive technology augmented reality (AR) layers virtual elements upon the real world of its users, and it is becoming increasingly popular in various fields. Previous research has shown that it can be a valuable tool in the decision-making process of consumers since it enables them to virtually try-out products. However, these studies focused primarily on general persuasive effects, and young, techsavvy samples. Therefore, the study by Riethorst et al. focuses on the influence of both age and technology innovativeness on the intention to adopt commercial AR, using the Technology Acceptance Model as a theoretical base. Based on a field experiment (N = 71) at the home addresses of the participants, this study shows that younger and older adults do not differ in their intention to use commercial AR. However, when taking the level of technology innovativeness into account, the results show that for older adults, ease of use and consequently usefulness, enjoyment and use intention, increase (decrease) as the level of technology innovativeness increases (decreases). For younger adults, the level of technology innovativeness did not matter. These results can elevate the knowledge of marketers who are considering implementing commercial AR and furthermore help them to pinpoint their specific target groups.
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