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Factors Affecting Mobile Augmented Reality Acceptance: A Study on Traveler Information in Public Transport

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Mobile Web and Intelligent Information Systems (MobiWIS 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13977))

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Abstract

Technological advances in mobile devices such as smartphones facilitate the development of innovative Mobile Augmented Reality (MAR) applications. Thus, investigating technology acceptance is a continuing concern in implementing new products for users. While little research in this field was carried out, no previous study has investigated the technology acceptance using MAR for traveler information in public transport. This article provides insights into the factors influencing the acceptance of MAR in this field. Therefore, a quantitative study was conducted in cooperation with DB Systel, the digital partner and IT subsidiary of the largest German railway operator Deutsche Bahn. The study applied a modified Technology Acceptance Model (TAM) referring to MAR technology. The data includes a total of 204 respondents. Overall, the empirical validity of the basic TAM was proven for the MAR studied. Among the four MAR-specific factors added to the model, the Perceived Value of Entertainment and Quality of Information showed the strongest significant influences on Perceived Usefulness. The hypothesis that the Subjective Smartphone Experience influences the Perceived Ease of Use of MAR was also statistically confirmed. However, the assumption that Perceived Visual Attractiveness positively affects the usefulness of the MAR and that Technology Affinity impacts Intention to Use were rejected.

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Author information

Authors and Affiliations

  1. CAEBUS Center of Advanced E-Business Studies, RheinMain University of Applied Sciences, Hesse, 65195, Wiesbaden, Germany

    Stefan Graser & Stephan Böhm

  2. RheinMain University of Applied Sciences, Hesse, 65195, Wiesbaden, Germany

    Daria Gütlich

  3. DB Systel GmbH, Hesse, 60329, Frankfurt/Main, Germany

    Melissa Bodtländer

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  1. Stefan Graser
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  2. Stephan Böhm
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  3. Daria Gütlich
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  4. Melissa Bodtländer
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Corresponding author

Correspondence to Stefan Graser .

Editor information

Editors and Affiliations

  1. Oxford Brookes University, Oxford, UK

    Muhammad Younas

  2. University of Bradford, Bradford, UK

    Irfan Awan

  3. Kristiania University College, Oslo, Norway

    Tor-Morten Grønli

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Graser, S., Böhm, S., Gütlich, D., Bodtländer, M. (2023). Factors Affecting Mobile Augmented Reality Acceptance: A Study on Traveler Information in Public Transport. In: Younas, M., Awan, I., Grønli, TM. (eds) Mobile Web and Intelligent Information Systems. MobiWIS 2023. Lecture Notes in Computer Science, vol 13977. Springer, Cham. https://doi.org/10.1007/978-3-031-39764-6_1

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  • DOI: https://doi.org/10.1007/978-3-031-39764-6_1

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