Understanding Wearable Augmented Reality Technologies

摘要

This research addresses a fundamental research questions How do consumers react to Augmented Reality Smart Glasses (ARSGs)? Providing answers to this question is of both theoretical and managerial interest. For example, ARSGs are also a form of fashion and thus represent an example of "Fashnol-ogy." Likewise, ARSGs can threaten people's privacy and provide numerous novel benefits to consumers. Understanding how people react to this new form of technology, such as Microsoft HoloLens, Every sight Raptor, Google Glass or Magic Leap, is also relevant for marketers, manufacturers of such technologies, and policy makers alike.