EXTENDING THE ELECTRONIC TECHNOLOGY ACCEPTANCE MODEL: CONSUMER ADOPTION OF AUGMENTED REALITY-BASED MARKETING TOOL

摘要

Augmented reality (AR) technology has been recently attracting high attention from many companies. AR technology allows consumers to virtually interact with three-dimensional product visualizations displayed on users' screens — consumers can wear diverse virtual products (i.e., "virtual try-on"; Kim and Forsythe 2008); they can zoom in, zoom out and investigate virtual products on hands; they can even watch fantasies or animated stories from product packages (e.g., cans for Coke Zero) (Hampp 2009). Due to its uniqueness and entertainment factor, many giant companies, such as eBay, Nike, Adida, and Mini, have been eagerly adopting the AR-based product presentations (Groth 2011). The market for AR is expected to reach $350 million in 2014, which jumps from $6 million in 2008 (Rachel 2009).