Document Type : Original Article
Authors
1 MA, Business Administration, Department of Business Administration, Kharazmi University, Iran.
2 Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
Abstract
Today, augmented reality has become one of the most critical technologies in the tourism industry. However, the intention to accept and use tourism augmented reality programs depends on various factors that can be analyzed using the integrated technology acceptance and use theory. On the other hand, each of these factors can influence the hedonic motivation of people to use these programs. This study aimed to examine how the Theory of Acceptance and Use of Technology and hedonic motivation affect the use of mobile augmented reality tourism apps in Iran. The statistical population of the current research consists of the users of tourism augmented reality programs. 201 users were selected as sample. The data collection tool was a questionnaire. Structural equation model was used to analyze the data. The research results showed that four factors (performance expectancy, effort expectancy, social influence, and facilitating conditions) positively and significantly affect the hedonic motivation to use tourism augmented reality apps. Furthermore, research findings have shown that all four factors of the Technology Acceptance Model positively impact the intention to use augmented reality applications on mobile phones. Also, the research has shown that hedonic motivation positively and significantly affects the intention to use tourism augmented reality apps on mobile phones. Finally, the research findings have shown that hedonic motivation plays a crucial role in mediating between the different dimensions of UTAUT and the intention to use augmented reality applications. However, the mediating role of hedonic motivation was not supported for PE and BI.
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