Adoption Of Augmented Reality Research Articles

Virtual changes in real places: Understanding the role of place attachment in augmented reality adoption

Augmented reality (AR) technology has the potential to transform how individuals interact with real-world environments, offering individuals the unique capability to induce virtual changes in a place. In two studies (Ntotal = 2305), we investigated the relationship between place attachment and willingness to use different types of AR applications: informative (focused on providing information about the place's past and future) and transformative (altering the appearance of a place or the way it is used). We used different measures of place attachment, distinguished by the personal significance attributed to the place. We found that traditional place attachment and place dependence were negatively correlated with willingness to use informative AR applications; the opposite relationship was observed for active place attachment and place identity. Transformative AR applications were more accepted by individuals with high active place attachment; however, we did not observe the expected negative relationship between traditional place attachment and this type of AR. Our study is the first to show how various forms of attachment shape willingness to implement virtual alterations in real locations, offering a preliminary understanding of whether these changes are perceived as positive or negative.

Adoption of Augmented Reality in Distance Education: A Scoping Review

Augmented Reality (AR) has garnered significant attention in the field of education over the last two decades, with data indicating that it improves the effectiveness of teaching and learning in a variety of academic environments. There is, however, the absence of a framework that can guide the institution-wide adoption of AR in distance education. Distance Education (DE) has always been linked to advances in (educational) technology in terms of facilitating the transactional distance between providing institutions and learners, supporting them both synchronously and asynchronously, and providing educators with tools to improve pedagogy and resource utilisation. However, it is unclear why AR has yet to be institutionalised in distance and distributed learning environments. A scoping review was done to identify the enabling conditions for implementing AR in DE, and the results were deductively analysed. While the scoping review results did not reveal any frameworks or models that could guide the implementation of AR, it pointed out several factors to consider when adopting AR in a distance learning environment.

Adoption of Augmented Reality in Educational Programs for Nurses in Intensive Care Units of Tertiary Academic Hospitals: Mixed Methods Study.

In the wake of challenges brought by the COVID-19 pandemic to conventional medical education, the demand for innovative teaching methods has surged. Nurse training, with its focus on hands-on practice and self-directed learning, encountered significant hurdles with conventional approaches. Augmented reality (AR) offers a potential solution to addressing this issue. The aim of this study was to develop, introduce, and evaluate an AR-based educational program designed for nurses, focusing on its potential to facilitate hands-on practice and self-directed learning. An AR-based educational program for nursing was developed anchored by the Kern six-step framework. First, we identified challenges in conventional teaching methods through interviews and literature reviews. Interviews highlighted the need for hands-on practice and on-site self-directed learning with feedback from a remote site. The training goals of the platform were established by expert trainers and researchers, focusing on the utilization of a ventilator and extracorporeal membrane oxygenation system. Intensive care nurses were enrolled to evaluate AR education. We then assessed usability and acceptability of the AR training using the System Usability Scale and Technology Acceptance Model with intensive care nurses who agreed to test the new platform. Additionally, selected participants provided deeper insights through semistructured interviews. This study highlights feasibility and key considerations for implementing an AR-based educational program for intensive care unit nurses, focusing on training objectives of the platform. Implemented over 2 months using Microsoft Dynamics 365 Guides and HoloLens 2, 28 participants were trained. Feedback gathered through interviews with the trainers and trainees indicated a positive reception. In particular, the trainees mentioned finding AR particularly useful for hands-on learning, appreciating its realism and the ability for repetitive practice. However, some challenges such as difficulty in adapting to the new technology were expressed. Overall, AR exhibits potential as a supplementary tool in nurse education. To our knowledge, this is the first study to substitute conventional methods with AR in this specific area of critical care nursing. These results indicate the multiple principal factors to take into consideration when adopting AR education in hospitals. AR is effective in promoting self-directed learning and hands-on practice, with participants displaying active engagement and enhanced skill acquisition. ClinicalTrials.gov NCT05629663; https://clinicaltrials.gov/study/NCT05629663.

Augmented reality, virtual reality, and mixed reality: A pragmatic view from diffusion of innovation

This research offers a pragmatic view on the adoption of Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) in designing the built environment. Participants from 20 U.S. states and beyond formed a non-probability sample representing small to mid-sized Architecture, Engineering, and Construction (AEC) firms. The author engaged 59 professional participants through a 26-question online questionnaire, informed by existing literature and reviewed by two industry experts. Three additional expert participants provided comprehensive insights via semi-structured interviews. Results highlight design visualization and client presentations as top AR, VR, and MR applications. Key benefits include improved design assessment, early error detection, and heightened client satisfaction. Design collaboration was less prominent than suggested by the literature. Notable challenges persist in first-time user adoption and cost factors of equipment and training. Thus, the cost-benefit balance drives the dominance of older, lower-end devices found in this study despite the availability of advanced, high-fidelity infrastructure.

The Current State of Virtual Reality and Augmented Reality Adoption in Vietnamese Education: A Teacher’s Perspective on Teaching Natural Sciences

Virtual Reality (VR) and Augmented Reality (AR) technologies are increasingly applied across various fields, including education. However, in the Vietnamese education system, their use is still in its nascent stages. This article aims to analyze the current state of VR and AR adoption in the Vietnamese education system by evaluating two key aspects: the factors influencing the integration of VR and AR in teaching, and their roles in the Vietnamese educational context. The analysis is based on a survey conducted among 427 natural science teachers to assess the extent of technology adoption for instructional support, focusing on five factors: job positions, work locations, expertise levels, internet infrastructure, and English language proficiency. The research results reveal that, although VR and AR technologies have made their way into education, their adoption in Vietnam remains somewhat limited. The surveyed teachers indicate that the use of VR and AR enhances students’ learning experiences, making them more immersive and engaging when compared to traditional teaching methods. However, they do not have a comprehensive understanding of the full potential and roles of VR and AR in education. The findings obtained from this study serve as a foundational insight for future research, aimed at proposing solutions to leverage VR and AR technologies to improve student learning outcomes in a developing country like Vietnam.

“Does Emotional Intelligence Impact Technology Adoption?” : A study on Adoption of Augmented Reality

“Does Emotional Intelligence Impact Technology Adoption?” : A study on Adoption of Augmented Reality

Perceptions About Augmented Reality in Remote Medical Care: Interview Study of Emergency Telemedicine Providers.

Augmented reality (AR) and virtual reality (VR) have increasingly appeared in the medical literature in the past decade, with AR recently being studied for its potential role in remote health care delivery and communication. Recent literature describes AR's implementation in real-time telemedicine contexts across multiple specialties and settings, with remote emergency services in particular using AR to enhance disaster support and simulation education. Despite the introduction of AR in the medical literature and its potential to shape the future of remote medical services, studies have yet to investigate the perspectives of telemedicine providers regarding this novel technology. This study aimed to understand the applications and challenges of AR in telemedicine anticipated by emergency medicine providers with a range of experiences in using telemedicine and AR or VR technology. Across 10 academic medical institutions, 21 emergency medicine providers with variable exposures to telemedicine and AR or VR technology were recruited for semistructured interviews via snowball sampling. The interview questions focused on various potential uses of AR, anticipated obstacles that prevent its implementation in the telemedicine area, and how providers and patients might respond to its introduction. We included video demonstrations of a prototype using AR during the interviews to elicit more informed and complete insights regarding AR's potential in remote health care. Interviews were transcribed and analyzed via thematic coding. Our study identified 2 major areas of use for AR in telemedicine. First, AR is perceived to facilitate information gathering by enhancing observational tasks such as visual examination and granting simultaneous access to data and remote experts. Second, AR is anticipated to supplement distance learning of both minor and major procedures and nonprocedural skills such as cue recognition and empathy for patients and trainees. AR may also supplement long-distance education programs and thereby support less specialized medical facilities. However, the addition of AR may exacerbate the preexisting financial, structural, and literacy barriers to telemedicine. Providers seek value demonstrated by extensive research on the clinical outcome, satisfaction, and financial benefits of AR. They also seek institutional support and early training before adopting novel tools such as AR. Although an overall mixed reception is anticipated, consumer adoption and awareness are key components in AR's adoption. AR has the potential to enhance the ability to gather observational and medical information, which would serve a diverse set of applications in remote health care delivery and education. However, AR faces obstacles similar to those faced by the current telemedicine technology, such as lack of access, infrastructure, and familiarity. This paper discusses the potential areas of investigation that would inform future studies and approaches to implementing AR in telemedicine.

Adoption of Augmented Reality (AR) and Virtual Reality (VR) in healthcare systems

Virtual reality (VR) and Augmented reality (AR) are the cutting-edge technological innovations that is going to shape how members of the society live and interact in future. In recent years, such technologies have been successfully implemented in various sectors including, military, education, healthcare, gaming among others. In the same way, its explosion more so in healthcare sector has resulted to various research being done that have revealed potential benefits and challenges in its adoption. This paper aimed at researching and providing an understanding of the role of VR and AR in healthcare systems as well as investigating its applications, potential benefits and challenges. The article applied exploratory research design to review the future applications, benefits and provide solutions to the challenges of VR and AR in healthcare. The review revealed that despite the tremendous growth and potential of such technologies, challenges resulting from cost implication of the technologies, technical capabilities of devices, infrastructural issues have all impacted on adoption of VR and AR in healthcare sector. As a result of advancement in technology over years, most of the challenges have been addressed due to invention of computers with more processing power and screens with better resolution. However, the issues of data privacy and security of both healthcare professionals and patients need to be addressed. This can be achieved by stakeholders developing and implementing universally acceptable standards and procedures that will guide research, development, and implementation of such technologies. This calls for parties involved in the development and usage of this devices to be assured of data privacy and security in healthcare sector.

AUGMENTED REALITY TECHNOLOGY FOR TEACHING -LEARNING OF SCIENCE IN SCHOOLS

Science education today is committed to producing human resources that have superior competencies and can compete in the global era. This is in accordance with the 21st-century education development paradigm, where learning outcomes of science are directed at critical thinking and problem-solving skills, creativity and innovation, collaboration and communication skills, and skill at using media, information, technology, and communication. Hence, it is believed that the adoption of Augmented Reality (AR) in science learning could improve interest, motivation and ultimately helps students to provide both conceptual and practical experiences in and around the subject of science. The purpose of this paper is to present a view of Augmented Reality (AR) technology as a significant tool for learning and teaching various subjects in general and science in particular. The review showed that Augmented Reality (AR) technology provides many affordances for Science learning; however, it is not ready for total integration into science classes. The paper also provides practical suggestions for activities enriched with Augmented Reality (AR) in science skills and recommended applications. This paper also offers various implications of AR technology around the teaching-learning process.

How the COVID-19 pandemic may accelerate millennials’ adoption of augmented reality

PurposeAugmented reality (AR) technology currently plays a central role in the retail sector, rapidly changing consumers’ behaviours and retailers’ strategies. The purpose of this paper is to identify the behavioural changes that have occurred due to the coronavirus disease 2019 (COVID-19) pandemic in the retail sector, and how AR technology can be used as a valid and useful response to these new consumer habits.Design/methodology/approachExploratory research was conducted to determine how AR has helped people shop differently than they did before the coronavirus disease 2019 (COVID-19) pandemic by evaluating two retail-sector AR applications (apps). In-depth interviews were conducted and assessed using thematic analysis.FindingsThis paper identifies a new paradigm involving COVID-19 and AR by identifying several factors that are related to the rapid spread of COVID-19 and have modified consumers’ shopping habits. Additionally, it shows how interactive technologies, such as AR, are useful tools that can be employed to overcome retailing crises driven by external environmental factors, such as COVID-19, and enhance shopping experiences.Originality/valueThis research reveals the role of AR technologies in transformed economic and social contexts. By investigating the COVID-19 pandemic and its associated consequences, i.e. isolation, quarantines and lockdowns; the fear of contracting the virus and the new needs of people to shop while social distancing, this study enriches AR research with a fourth characteristic, augmented social distance.

Behavioural Intention Determinants of Augmented Reality Technology Adoption in Supermarkets/Hypermarkets

In this paper, the adoption of Augmented Reality, as one of the emerging and intriguing digital technologies, has been investigated. This research uses the extended Unified Theory on Acceptance and Use of Technology framework to analyze these factors. The student population respondents' data about Augmented Reality adoption was collected. The student population has been chosen due to the highest probability of accepting new technologies. The research results show a positive and significant performance expectancy and enjoyment, while effort expectancy showed a negative and significant impact on the behavioural intention dependent variable. These research results can be used for the potential development of Augmented Reality apps in the retail industry and the academic implications of the connections between variables in the UTAUT framework.

Value‐based adoption of augmented reality: A study on the influence on online purchase intention in retail

AbstractThe increasing use of digital technology‐based retail services provides new opportunities for digital marketing. In this paper, we investigate how augmented reality (AR) technology can be leveraged as part of the firm's strategy. We explore the online purchase intention through AR smart glasses (ARSG), considering consumers' value assessment through a cost–benefit analysis and the influence of technical, experiential and social AR value drivers. We develop an augmented value‐based adoption model addressing four main objectives: (1) Evaluate the effect of the perceived value of ARSG, (2) Evaluate the effect of immersion (experiential dimension), (3) Evaluate the effect of AR devices and technical complexity (technical dimension) and (4) Evaluate the importance of subjective norms (social dimension) on the online purchase intention through AR technology. Based on an ESIC Tech Lab experiment with two types of ARSG from market leaders and AR retail apps, the study uses survey data from 253 participants. The results suggest that the technical dimension has an ambiguous effect, with tech‐complexity enhancing directly the perceived value of ARSG for online purchase while reducing the net value of consumers' economic cost–benefit analysis. We find strong evidence that the experiential and social AR dimensions (in the form of immersion and subjective norm) have a significant positive influence on consumers' purchase intention online, which are better predictors than the pure economic cost–benefit assessment (through usefulness and difficulty). Furthermore, the technical innovativeness of consumers is found to increase directly the online purchase intention through ARSG.

Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

PurposeThe purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.Design/methodology/approachA quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate and postgraduate students, using structural equation modelling.FindingsWhile the trait of openness was positively associated with the perceived ease of use of AR, the usefulness of AR and subjective norms, the trait of neuroticism was negatively associated with the perceived ease of use of AR. Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.Practical implicationsThe data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.Originality/valueThe findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.

Consumer behavior with augmented reality in retail: a review and research agenda

ABSTRACT Driven by the rapid technological development and adoption of augmented reality (AR) in retail, academic research has grown rapidly. Our purpose is to understand the reasons why consumers use augmented reality in retail and what outcomes retailers can expect. This study presents a systematic literature review and summarizes the current empirical knowledge on consumer behavior with AR in retail. This topic remains scattered between various literature streams showing that the potential of AR to create value for consumers lays in its ability to generate utilitarian and hedonic value, to improve decision-making, and to enhance personalization of the virtual self. Then, this study warns about negative effects of AR usage. The contribution is a systematic literature review and a conceptual framework covering the most important consumer behaviors with AR and their brand-related, transactional, and technology-related outcomes. In addition, this paper adopts a holistic view to propose future research directions and emphasize the need for more research on social augmented reality.

Examining augmented reality adoption by consumers with highlights on gender and educational-level differences

Purpose This study aims to explore the factors that could affect consumers’ adoption of augmented reality (AR) and investigate the interaction between gender and educational level on intention to adopt AR in developing countries as demonstrated here by Saudi Arabia. Design/methodology/approach The examined constructs were developed by integrating factors from the unified theory of acceptance and the use of technology (UTAUT2), including performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation and habit. Price value was eliminated and innovativeness was added to the examined constructs. Data were collected from 673 Saudi consumers through an online survey by implementing a convenience sampling. Furthermore, the effect of gender and education level on behavioral intention to adopt AR by consumers was examined. Findings The results of the regression analysis showed that the independent variables statistically significantly predict the consumers’ behavioral intention toward AR adoption with all the examined constructs. The proposed model was able to explain 84% of the variance of behavioral intention. Furthermore, there was a statistically significant interaction between the effects of gender and educational level on intention to adopt AR. Practical implications This study will clarify the relatively low diffusion rate of AR adoption in Saudi Arabia, which will help business owners and marketers to develop the right strategies, especially strategies that are associated to marketing and developing mobile applications by incorporating AR technologies, which will attract the attention of many users. Originality/value This is one of the few studies that has explored the intention to adopt AR by consumers by examining the UTAUT2 constructs in the Middle Eastern cultural contexts, in contrast to previous studies, specifically Saudi Arabia. This study further investigated the interaction between the effects of gender and educational level on intention to adopt AR.

Aligning Education with Vision 2030 Using Augmented Reality

Vision 2030 requires a new generation of people with a wide variety of abilities, talents, and skills. The adoption of augmented reality (AR) and virtual reality is one possible way to align education with Vision 2030. Immersive technologies like AR are rapidly becoming powerful and versatile enough to be adopted in education to achieve this goal. Technologies such as AR could be beneficial tools to enhance maintainable growth in education. We reviewed the most recent studies in augmented reality to check its appropriateness in aligning with the educational goals of Vision 2030. First, the various definitions, terminologies, and technologies of AR are described briefly. Then, the specific characteristics and benefits of AR systems are determined. There may be a significance of the pedagogical method used by adapting the AR scheme and the consistency of the equipment and learning experiences. Therefore, three kinds of instructional methods that stress roles, location, and tasks were evaluated. The kind of learning that is offered by the distinct kinds of AR approaches is elaborated upon. The technological, pedagogical, learning problems experienced with AR are described. The potential solutions for a few of the issues experienced and the topics for subsequent research are presented in this article.

Augmented Reality (AR)-Based Intervention to Enhance Awareness of Fine Dust in Sustainable Environments

Education on fine dust is a challenging field, as it must explain abstract phenomena and accompany the demands for behavioral changes. This research studied whether the adoption of augmented reality (AR) technology can effect change in student perspectives with a view to improving the attitudes of passive students regarding fine dust-related matters. With regard to student awareness, 94.0% of students responded that the issue of fine dust in Korea is severe; the higher the degree of interest they had in fine dust, the more severe they perceived the issue to be. On the perceived severity of fine dust in schools, 47.8% viewed it as severe; again, the level differed by the degree of interest. Students (80%) who received a traditional education on fine dust expressed dissatisfaction. The effect of using AR in experiential learning in fine dust environmental education has shown enhanced results compared to before receiving the education, notably in the group with a low degree of interest in fine dust and the group without prior experience in fine dust environmental education. Likewise, in the satisfaction rate for AR-based education on fine dust, 72.5% of participants responded that they had enjoyed the class, 75.9% showed active participation, and 80.0% felt that the content of the education was useful. Considering that the objective of fine dust environmental education is not based on understanding a theory but on maintaining individual health through practice in real life, the use of AR in fine dust environmental education as applied in this study may be interpreted as having a certain level of effect. Additionally, our results demonstrate that the use of AR in classes is effective in arousing students’ interest and inducing participation for better engagement in learning activities, which is, consequently, effective in enhancing the understanding of learning materials by students.

Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective

With the application of augmented reality (AR) technology by online retailers to improve online services, the impact of AR adoption on consumer behavior has attracted attention both in academic and in practical circles. Based on the cognitive perspective of information processing and from the two aspects of cognitive load and cognitive fluency, this study discusses the influence of AR adoption on online consumers' product attitudes. The results of the experimental study show that two AR characteristics—environmental embedding and simulated physical control—can reduce consumers’ cognitive load, enhance their cognitive fluency, and improve their product attitude. Furthermore, product type can moderate the influence of AR environmental embedding and simulated physical control on cognitive fluency.

Moderating Role of Long-Term Orientation on Augmented Reality Adoption

ABSTRACTRecently, the tourism and hospitality industry is providing tourists with an enhanced experience via various cutting-edge technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural traits on human behaviors. The aim of this paper is to examine how Long- and Short-term orientation moderates the relationship between experience economy provided by AR applications and users’ perceived value. Data were collected from 145 participants at Deoksugung Palace in Seoul, South Korea and 119 participants at An Post Museum, Dublin, Ireland. We found that South Korean tourists, who are representatives of long-term orientation culture in this study, put a high value on educational factors of AR applications, whereas Irish tourists, who are representative of short-term orientation culture, regard escapist experiences of AR applications highly.

Evaluating the use of mobile collaborative augmented reality within field service networks: the case of Océ Italia – Canon Group

The adoption of Augmented Reality (AR) technologies can make the provision of field services to industrial equipment more effective. In these situations, the cost of deploying skilled technicians in geographically dispersed locations must be accurately traded off with the risks of not respecting the service level agreements with the customers. This paper, through the case study of a leading OEM in the production printing industry, presents the challenges that have to be faced in order to favour the adoption of a particular kind of AR named Mobile Collaborative Augmented Reality (MCAR). In particular, this study uses both qualitative and quantitative research. Firstly, a demonstration to show how MCAR can support field service was settled in order to achieve information about the use experience of the people involved. Then, the entire field force of Océ Italia – Canon Group was surveyed in order to investigate quantitatively the technicians’ perceptions about the usefulness and ease of use of MCAR, as well as their intentions to use this technology.