Usability Of Augmented Reality Research Articles

The impact of augmented reality on consumer behavior: a focus on value development, leading to brand engagement and purchase intention

PurposeThis study investigates the impact of augmented reality (AR) on consumers’ shopping process, focusing on value creation, brand engagement and purchasing intents.Design/methodology/approachThis quantitative deductive study analyzed 393 questionnaires through non-probability sampling. A cross-sectional timeframe was applied; data collection took place in May 2023 to provide a snapshot of Egyptian consumers’ responses to AR. Once the needed data were collected, statistical analyses were conducted through the statistical package for social science (SPSS).FindingsThis study shows that in the shopping process, AR vividness, interactivity and informativeness lead consumers to develop utilitarian values toward the technology, and AR interactivity generates hedonic values towards the technology. When consumers sense the hedonic and utilitarian values, it impacts consumers purchase intention. Hedonic value in AR leads to consumers’ brand content consumption and creation; utilitarian value in AR leads to consumers’ brand content consumption, contribution and creation.Practical implicationsAR developers, brand managers and marketers may use this study to understand the current AR landscape and consumer responses toward AR (value development, purchase intention and brand engagement). With these insights, they can make better strategic decisions that include AR usage in brand marketing tactics.Originality/valueThis study develops conclusions to grasp more clearly and in-depth why and how AR impacts consumers’ shopping process. This study addresses various literature gaps, enhancing the understanding of AR: the salient AR attributes that offer consumers hedonic and utilitarian values and how AR influences consumer behavior, specifically when it comes to the development of brand engagement and purchase intents.

Examining the effects of augmented reality on sport event experiences and revisit intention: a comparative analysis between AR and non-AR users

ABSTRACT The emergence of immersive technology, such as Augmented Reality (AR), in tourism events has grown exponentially in recent years. Yet, its effectiveness remains largely unknown as limited research is available to reveal a comprehensive comparison between AR usage and non-usage. To that end, the present study aims to explore the effects of AR on tourism event experience and attendees’ revisit intention through a comparative analysis between users and non-users of AR. Data were collected from 204 participants who used AR at the Beijing Winter Olympics and 248 participants who attended the event but did not use AR. The results showed that all core dimensions of event experience significantly influenced revisit intention except novelty. Cognitive engagement was significantly higher in the AR group and exerted greater influence on revisit intention. These results add to the existing body of knowledge in AR and provide managerial insights to enhance the immersive and engaging aspects of the event.

Feasibility and Usability of Augmented Reality Technology in the Orthopaedic Operating Room.

Augmented reality (AR)has gained popularity in various sectors,including gaming, entertainment, and healthcare. The desire for improved surgical navigation within orthopaedic surgery has led to the evaluation of the feasibility and usability of AR in the operating room (OR). However, the safe and effective use of ARtechnologyin the OR necessitates a proper understanding of its capabilities and limitations. This review aims to describe the fundamental elements of AR, highlight limitations for use within the field of orthopaedic surgery, and discuss potential areas for development. To date, studies have demonstrated evidence that AR technology can be used to enhance navigation and performance in orthopaedic procedures. General hardware and software limitations of the technology include the registration process, ergonomics, and battery life. Other limitations are related to the human response factors such as inattentional blindness,which may lead to the inability to see complications within the surgical field. Furthermore, the prolonged use of AR can causeeye strain and headache due to phenomena such as thevergence-convergence conflict. AR technology may prove to be abetter alternative to current orthopaedic surgery navigation systems. However, the current limitations should be mitigated to further improve the feasibility and usability of AR in the OR setting. It is important for both non-clinicians and clinicians to work in conjunction to guide the development of future iterations of AR technology and its implementation into the OR workflow.

Usage of Augmented Reality in Physics Education: Erasmus+ KA201 Project ARphymedes

School physics is often mentioned as one of the least preferred subjects because the concepts can be complex and difficult to understand. At the same time, experiments are an important aspect to illustrate the process/concept/phenomenon, but there is often not enough time to do so. An interactive way that could increase students’ motivation during these times and allow them to deepen their knowledge of physics is through the use of augmented reality. The aim of this paper is to present the project AR Physics made for students (acronym: ARphymedes), which addresses the above problem.

Evaluating Students’ Acceptance Intention of Augmented Reality in Automation Systems Using the Technology Acceptance Model

This study aims to evaluate the factors influencing the acceptance of augmented reality among students within an automation system. The researchers of this study adopted the technology acceptance model (TAM) and gathered data to examine the path relationships among key variables: perceived usefulness, perceived ease of use, attitude toward use, and behavioral intention to use, all of which impact system acceptance. A survey was administered to students to gauge their perspectives on integrating augmented reality into the automation system. The study sample consisted of 41 students enrolled in the automation system course where augmented reality was utilized in teaching. Utilizing the partial least square approach, the hypothesis model was analyzed. The results revealed a lack of significant correlation between perceived ease of use and perceived usefulness in relation to augmented reality usage. However, perceived ease of use positively influences students’ behavioral intention to use, while perceived usefulness significantly affects behavioral intention to use through augmented reality. Notably, perceived usefulness exhibits a significant relationship with both behavioral intention to use and attitude toward use in the context of augmented reality usage. Moreover, perceived ease of use positively affects attitude toward use for students within the context of automation systems with augmented reality. Furthermore, no significant relationships were observed between attitude toward use and behavioral intention to use, nor between perceived ease of use and perceived usefulness regarding augmented reality usage. This study offers valuable insights for educators in the field of engineering and technology who are engaged in training and sustainability development programs.

A collaborative AR application for education: from architecture design to user evaluation

Augmented reality applications can be used in an educational context to facilitate learning. In particular, augmented reality has been successfully used as a tool to boost students’ engagement and to improve their understanding of complex topics. Despite this, augmented reality usage is still not common in schools and it still offers mostly individual experiences, lacking collaboration capabilities which are of paramount importance in a learning environment. This work presents an application called ARoundTheWorld, a multiplatform augmented reality application for education. It is based on a software architecture, designed with the help of secondary school teachers, that provides interoperability, multi-user support, integration with learning management systems and data analytics capabilities, thus simplifying the development of collaborative augmented reality learning experiences. The application has been tested by 44 students and 3 teachers from 3 different educational institutions to evaluate the usability as well as the impact of collaboration functionalities in the students’ engagement. Qualitative and quantitative results show that the application fulfils all the design objectives identified by teachers as key elements for augmented reality educational applications. Furthermore, the application was positively evaluated by the students and it succeeded in promoting collaborative behaviour. These results show that ARoundTheWorld, and other applications built using the same architecture, could be easily developed and successfully integrated into existing schools curricula.

ARvolution: Decoding consumer motivation and value dimensions in augmented reality

Recent technological advancements, notably in augmented reality (AR), have disrupted the marketing landscape, arousing interest in immersive experiences for consumers. In particular, AR has emerged as a powerful tool for marketers across various industries for bridging the imagination gap. Despite this potential, many managers grapple with how to strategically integrate AR. The literature on AR marketing highlights its ability to inspire, engage, increase sales, induce impulse buying, and enhance customer–brand relationships. However, a comprehensive understanding of the value AR provides to users remains lacking. This study addresses this gap by applying consumption value theory to identify the dimensions influencing AR usage. By integrating this theory into the technology acceptance model, we establish a coherent framework for analyzing the values driving AR adoption. The study uncovers the importance of convenience value and informational value, in particular, for closing the imagination gap. While emotional hedonic value was only significant for female consumers, there was no statistical support for monetary value and social value in the present study. Thus, this study uncovers motivational values that people seek when they use AR.

EYE-R : Augmented Reality as Mobile Based Helper Application for Colorblinds

The ability to identify color is a basic ability for a human to live easily. Unfortunately not all humans have normal sight, there are some humans who have an eye disorder called color blindness. Color blindness is an eye disorder that affects color perception of the affected person in everyday life, therefore the person that has color blindness needs a device to help them to identify some colors. In the medical world, the usage of Augmented Reality is still limited for education for medical practitioners, so the application of AR as a tool to help patients is still considered to be minimal. Augmented Reality as a Mobile Based Colorblind Helper Research aims to find out how effective a color detection system using AR as a tool to help the colorblinds identify color in an application called “EYE-R”. The research method employed in the research and development of this application is the Waterfall method that involves the stages of Requirements, Design, Programming, Testing, and Implementation. The main feature of “EYE-R” is chosen using a survey which is Real Time Color Detection which is developed using the Unity engine and implemented using Android. The research results show that the majority of users can operate the Real Time Color Detection system accurately. The user satisfaction results recorded using USE Questionnaire shows that the EYE-R Real Time Color Detection system really helps users’ daily lives and can be used very well.

Augmented reality for intracranial meningioma resection: a mini-review.

Augmented reality (AR) integrates computer-generated content and real-world scenarios. Artificial intelligence's continuous development has allowed AR to be integrated into medicine. Neurosurgery has progressively introduced image-guided technologies. Integration of AR into the operating room has permitted a new perception of neurosurgical diseases, not only for neurosurgical planning, patient positioning, and incision design but also for intraoperative maneuvering and identification of critical neurovascular structures and tumor boundaries. Implementing AR, virtual reality, and mixed reality has introduced neurosurgeons into a new era of artificial interfaces. Meningiomas are the most frequent primary benign tumors commonly related to paramount neurovascular structures and bone landmarks. Integration of preoperative 3D reconstructions used for surgical planning into AR can now be inserted into the microsurgical field, injecting information into head-up displays and microscopes with integrated head-up displays, aiming to guide neurosurgeons intraoperatively to prevent potential injuries. This manuscript aims to provide a mini-review of the usage of AR for intracranial meningioma resection.

THE USAGE OF AUGMENTEDCLASS APPLICATION FOR GRAPHIC COMPETENCE DEVELOPMENT OF STUDENTS OF THE 5th-7th GRADES IN THE PROCESS OF CREATING AUGMENTED REALITY PROJECTS

The article examines the usage of the AugmentedClass application for graphic competence development of students of the 5th-7th grades while creating augmented reality projects. The application’s main functions and interface are described. Methods and techniques that contribute to students’ graphic skills development are presented as well. The advantages of using augmented reality technology in the educational process are considered, in particular, increasing students’ interest in learning and stimulating their creativity. The need to integrate the AugmentedClass application into the educational process is emphasized, which will improve the quality of education and provide active and exciting educational activities for students of the 5th-7th grades. Attention is focused on the fact that the main aspects of graphic competence development are interest, creativity, and skills in using graphic tools, which can be successfully developed with the help of the AugmentedClass application.
 It has been found that the usage of augmented reality in the field of education provides students with a significant number of advantages: augmented reality stimulates students’ interest in educational material thanks to interactive content and expands the educational process by providing new competencies and innovative forms of working with the audience, gamification, competitive elements, and cognitive stimuli used in augmented reality activate and motivate students to more independent educational and cognitive activities. Also, the usage of innovative educational tasks, including augmented reality, helps to stimulate students’ educational activity and makes the learning process more exciting and attractive, as well as the usage of augmented reality promotes students’ personal quality development, which is of particular importance for Ukrainian general secondary education institutions, helping to increase their self-esteem and positive attitude to learning.

Comparing Usability of Augmented Reality and Virtual Reality for Creating Virtual Bounding Boxes of Real Objects

This study conducts a comparative analysis of user experiences of Augmented Reality (AR) and Virtual Reality (VR) headsets during an interactive semantic mapping task. This task entails the placement of virtual objects onto real-world counterparts. Our investigation focuses on discerning the distinctive features of each headset and their respective advantages within a semantic mapping context. The experiment employs a user interface enabling the creation, manipulation, and labeling of virtual 3D holograms. To ensure parity between the headsets, the VR headset mimics AR by relaying its camera feed to the user. A comprehensive user study, encompassing 12 participants tasked with mapping six tabletop objects, compares interface usability and performance between the headsets. The study participants’ evaluations highlight that the VR headset offers enhanced user-friendliness and responsiveness compared to the AR headset. Nonetheless, the AR headset excels in augmenting environmental perception and interpretation, surpassing VR in this aspect. Consequently, the study underscores that current handheld motion controllers for interacting with virtual environments outperform existing hand gesture interfaces. Furthermore, it suggests potential improvements for VR devices, including an upgraded camera feed integration. Significantly, this experiment unveils the feasibility of leveraging VR headsets for AR applications without compromising user experience. However, it also points to the necessity of future research addressing prolonged usage scenarios for both types of headsets in various interactive tasks.

Exploring the Utilization of Augmented Reality in Higher Education Perceptions of Media and Communication Students

The present study aims to explore the perceptions and usage of Augmented Reality (AR) technology among media students in Palestinian universities. A quantitative approach was adopted, and data was gathered from a web-based survey of 237 media students. The Technology Acceptance Model (TAM) was utilized to gauge participants' perceptions of AR, and descriptive statistics were used for analysis. The findings reveal a generally positive perception of AR as a beneficial tool for skill enhancement, with mean scores ranging from 3.70 to 4.04 indicating strong agreement. The study also found moderate to high AR usage among participants, particularly for translating texts using Google Translate, but noted that usage patterns were more individual-oriented. Additionally, 91.1% of respondents attributed the COVID-19 pandemic to increased technology usage in higher education. The novelty of this study lies in providing insights into the perception and application of AR in higher education within the Palestinian context, an under-researched area. The study sheds light on the potential for integrating AR more formally into curricula, which could foster a more engaging and immersive educational experience. However, it also highlights the need to address barriers such as lack of technical support and possible discomfort with technology. Doi: 10.28991/ESJ-2023-SIED2-016 Full Text: PDF

Usability of Augmented Reality Technology in Situational Telementorship for Managing Clinical Scenarios: Quasi-Experimental Study.

Telementorship provides a way to maintain the professional skills of isolated rural health care workers. The incorporation of augmented reality (AR) technology into telementoring systems could be used to mentor health care professionals remotely under different clinical situations. This study aims to evaluate the usability of AR technology in telementorship for managing clinical scenarios in a simulation laboratory. This study used a quasi-experimental design. Experienced health professionals and novice health practitioners were recruited for the roles of mentors and mentees, respectively, and then trained in the use of the AR setup. In the experiment, each mentee wearing an AR headset was asked to respond to 4 different clinical scenarios: acute coronary syndrome (ACS), acute myocardial infarction (AMI), pneumonia severe reaction to antibiotics (PSRA), and hypoglycemic emergency (HE). Their mentor used a laptop to provide remote guidance, following the treatment protocols developed for each scenario. Rating scales were used to measure the AR's usability, mentorship effectiveness, and mentees' self-confidence and skill performance. A total of 4 mentors and 15 mentees participated in this study. Mentors and mentees were positive about using the AR technology, despite some technical issues and the time required to become familiar with the technology. The positive experience of telementorship was highlighted (mean 4.8, SD 0.414 for mentees and mean of 4.25, SD 0.5 for mentors on the 5-point Likert scale). Mentees' confidence in managing each of the 4 scenarios improved after telementoring (P=.001 for the ACS, AMI, and PSRA scenarios and P=.002 for the HE scenario). Mentees' individual skill performance rates ranged from 98% in the ACS scenario to 97% in the AMI, PSRA, and HE scenarios. This study provides evidence about the usability of AR technology in telementorship for managing clinical scenarios. The findings suggest the potential for this technology to be used to support health workers in real-world clinical environments and point to new directions of research.

The Value and Usage of Augmented Reality in Digital Marketing to Improve Consumer Satisfaction and Help with Consumer Decisions in the Tourism Industry

Augmented reality (AR) is increasingly utilized in the tourism industry as a medium for marketing, information, and experience. Only a limited number and areas have em-braced this innovative technology. This paper summarizes the current applications of Augmented Reality and speculates on future applications and where current usage of aug-mented Reality can be applied in the tourism industry. The paper's main purpose is to ana-lyze the value and usage of AR's qualities and potential as a business tool used in advertis-ing and marketing for the tourism industry to increase consumer satisfaction.

Current and potential use of augmented reality in (geographic) citizen science projects: a survey

ABSTRACT Augmented Reality (AR) offers new opportunities for Citizen Science (CS) projects regarding data visualization, data collection, and training of participants. Since limited research on the usage of AR in CS projects exists, an online survey is conducted in this study by reaching out to CS project managers to determine the extent of its current use. The survey can identify areas where CS project managers themselves see the greatest potential for AR in their projects and reasons that exist against the use of AR. A total of 53 CS project managers participated in the survey and shared their opinions and concerns. Of all participating CS projects, only three are currently using AR. However, 27 CS projects indicated that AR could be beneficial for their project. Especially projects with a geographic focus, in which participants are involved in the process of collecting spatial data, expressed this opinion. Particularly in the areas “data visualization” and “attraction/motivation of participants” the projects identified potential for AR. Arguments against the use of AR named by 23 CS projects include remote study areas, financial considerations, and the lack of a practical use case. This study shows initial trends regarding the use of AR in CS projects and highlights specific use cases for the application of AR.

Augmented reality for industrial quality inspection: An experiment assessing task performance and human factors

Augmented reality (AR) technologies promise to increase the flexibility and productivity of the workforce by providing real-time information to workers right where it is needed. Following Cognitive Load Theory and Attention Theory, AR assistance can reduce the burden on workers’ mental capacity while performing a task, thereby improving task performance. The benefits of AR on industrial activities like assembly or maintenance have been investigated extensively, but the literature on AR-assisted quality control, specifically, quality inspection, is scarce. This stands in contrast to the importance of industrial quality inspection and highlights the need for research on the topic. In this work, we develop an AR-based system for head-mounted displays (HMDs) that visualizes product defects directly on physical products. We investigate its effect on task performance and human factors through an experiment. Participants performed multiple quality inspections using real manufacturing products and equipment with the help of an AR HMD, a screen, or no additional help. We find increased task performance using the AR HMD system. In comparison to screen-based assistance, a moderating effect of task difficulty was observed. Specifically, AR was more beneficial to task completion times given a difficult task. Furthermore, the AR HMD system reduced mental workload and received a positive rating regarding user experience. Our work contributes to the research in industrial AR usage through a novel AR HMD system for quality inspection and provides so far missing empirical and theoretically grounded evidence on its benefits with regard to task performance and human factors.

A systematic literature review on augmented reality in mathematics education

Technology, in particular augmented reality (AR), has the potential to greatly enhance interactive learning environments for mathematics in both classrooms and other teaching environments. The purpose of the present study was to investigate existing literature on AR in mathematics education. We selected papers from 10 databases, Scopus, Web of Science Core Collection, ERIC, IEEE Xplore Digital Library, Teacher Reference Center, SpringerLink, zbMATH Open, Taylor & Francis Online Journals, JSTOR, and MathSciNet. From these databases, 42 related studies were selected by the method of preferred reporting items for systematic reviews and meta-analysis (PRISMA2020). The results from all the papers showed positive outcomes as a result of AR implementation in mathematics education. They were also analyzed into different themes according to quantitative and qualitative criteria. The advantages and challenges of AR usage in mathematics education are also discussed in detail.

Influence of social augmented reality app usage on customer relationships and continuance intention: The role of shared social experience

Drawing on augmented reality (AR) and social networks literatures, this study investigates social AR’s influence in building relationships among customers through a shared social experience that includes shared sense of place, social interaction, and social identity. The study recruited 528 active users of a social AR application and used the Structural Equation Modeling (with AMOS 27) for hypothesis testing. Results show that shared sense of place, social interaction, and social identity mediate the influence of social AR usage on customer-to-customer relationships, which consequently enhance customers’ continued intention to use the social AR application. Additionally, the moderated mediation analysis result revealed that the indirect effect of social AR usage on customer-to-customer relationship is positively moderated by extraversion, such that the mediated relationship becomes stronger at a higher level of extraversion. These findings offer important contributions to the social media marketing and AR marketing literature and add valuable insights for practitioners to advance the use of AR technology.

Effects of button colour and background on augmented reality interfaces

ABSTRACT This study aims to understand the usability of common button colours and background choices in the existing augmented reality (AR) interface. AR is increasingly used in dynamic situations, such as driving using an AR head-up display. However, studies regarding the usability of AR interfaces, especially about the colours, are scarce. Twenty-four participants performed button selection tasks in an experiment using Microsoft HoloLens. Three measures (task completion time, the number of errors, and button colour visibility were collected for the 12 experimental conditions (3 backgrounds by 4 button colours). Significant differences were found in completion time between backgrounds and blue button visibility. On a moving background, the most effective button colour is orange, and the most minor effective button colour is blue. The results of this study can be used for colour choices in designing AR applications and devices.

Integrating augmented reality into inquiry-based learning approach in primary science classrooms.

Notwithstanding the advantages of incorporating Augmented Reality (AR) in education, AR's concrete uses as compared to other technologies are not fully recognised. Moreover, many of the existing studies have neglected to examine the impact of pedagogy and its corresponding instructional models, whilst implementing AR in teaching and learning. In leveraging the affordances of AR, an inquiry-based learning framework, referred to as QIMS, was proposed in this study. A learning package was developed on the topic of plant reproduction for primary 5 students (aged 11-12) based on the QIMS framework. Using a quasi-experimental approach, this study evaluated three conditions (AR and QIMS; QIMS; Non-AR and Non-QIMS) for a series of science lessons in a primary school. 117 students took part in this study. The quantitative results showed that although there was no statistically significant difference in students' academic performance when AR was used, students' self-directed learning and creative thinking skills increased significantly after partaking in the QIMS inquiry-based lessons. The usage of AR and QIMS had a significant effect in increasing students' critical thinking and knowledge creation efficacy skills. Moreover, in view of students' academic outcomes, the integration of QIMS and AR proved to be more beneficial to low-progress students. Qualitative analysis of the interview data from teachers and students aids in accounting for the quantitative results and indicate productive implementation strategies. The findings of this study will guide the design of future AR interventions, by providing insights for both researchers and practitioners on how to integrate and implement AR with pedagogical approaches.