A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness

被引:256
作者
Huang, Tseng-Lung [1 ]
Liao, Shuling [1 ]
机构
[1] Yuan Ze Univ, Coll Management, Taoyuan 32003, Taiwan
关键词
Augmented-reality interactive technology; Technology acceptance model; Experiential value; Cognitive innovativeness; CONSUMER PERCEPTIONS; SOCIAL-INFLUENCE; BEHAVIOR; USAGE; ANTECEDENTS; ADOPTION; GENDER; WORK; WEB;
D O I
10.1007/s10660-014-9163-2
中图分类号
F [经济];
学科分类号
02 ;
摘要
This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers' innovativeness, this research discovers that consumers' level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.
引用
收藏
页码:269 / 295
页数:27
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