Role of Emotions in Consumer Adoption of Augmented Reality for Purchase Decision

摘要

Although there are many existing models to examine technology acceptance,there is no consistent theory that explains consumers'emotion in terms of using a particular technology.There is no comprehensive theoretical framework to investigate consumers'emotions associated with technology usage.Empirical researches have not sufficiently studied what kind of emotions are being evoked in the users'interaction with Augmented Reality(AR).To fill such void,the present study includes emotions in the conceptual framework and examines the moderating effects of individual value and personality traits within the framework for AR application.