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Understanding user motivation for Augmented Reality applications on smartphones

Saraswat, Shrey (2019) Understanding user motivation for Augmented Reality applications on smartphones.

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Abstract:Augmented Reality (AR) is one such technology that has been actualised recently owing to the rapid evolution and adoption of smartphone technologies. This study’s scope is to investigate the why and the how of the AR adoption process. Existing technology adoption models, although quite extensive, were formulated and used in a decade where technology-user interaction was one-dimensional in nature. However, owing to the increasing complexity of recent technologies, this interaction between the technology and the user has become immensely dynamic and complex as well, highlighting the insufficiency of current models to understand AR adoption better. Therefore, an exploratory study is undertaken to identify the user motivation to use AR applications on their smartphones to develop a holistic perspective of this process. This study conducted 18 in-depth interviews with smartphone AR users to understand their motivation, perception, attitude and usage of AR applications. The findings of the study suggest that apart from the already identified constructs in various technology adoption models, there are 5 key concepts that play important roles in this process, namely - 1) hedonistic or utilitarian projected attributes on the technology by the user, 2) context of interaction between the user and technology, 3) goal of the interaction, 4) motivators and 5) inhibitors that influence the interaction. Furthermore, this study identifies 4 major user motivations that push or pull a user to interact and continually use a technology - 1) to control, 2) to belong, 3) to escape, and 4) to explore. The findings of this study present a macro-perspective in the technology adoption process of AR applications on smartphones. It also proposes to adopt a social constructionist standpoint of technology adoption where both technology and users actively influence the adoption process of respective technology. Although a key limitation of this study is its immediate practical implications as this study does not aid in decision making, it, nevertheless, presents a stepping stone in understanding complex technologies better.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79487
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