Abstract
This study aims to evaluate the acceptance of augmented reality (AR) technology among Persepolis visitors. The mixed and extended Unified Theory of Acceptance and Use of Technology (UTAUT) model was developed via the content analysis method. The innovation resistance and the perceived fee were also incorporated into UTAUT. The proposed AR technology acceptance model was tested using a survey. The research population includes all Persepolis tourists and visitors. The results indicated that social influence, effort expectancy, and enjoyment positively affect the perceived value of tourists and, eventually, the use of AR. The perceived fee and the innovation resistance have no negative effect on the perceived value and AR use. Besides, no significant difference was observed among tourists of different sites regarding the use of augmented reality technology.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.