Factors influencing acceptance of mobile augmented reality application based on Technology Acceptance Model (TAM)

• Main Author: Nur Syuhada’, Mohd Pozi
• Format: Thesis
• Language: English; English
• Published: 2023
• Subjects: T Technology (General)
• Online Access: https://etd.uum.edu.my/10785/1/Grant%20the%20permission_s822124.pdf; https://etd.uum.edu.my/10785/2/s822124_01.pdf; https://etd.uum.edu.my/10785/

This study introduces a Mobile Augmented Reality (MAR) app that allows women to explore, choose, and try on hijabs at their leisure. In addition, a study of perception and acceptance was also conducted among a sample of respondents who have used the app. Hijab shopping in the traditional sense requires users to come a retail shop to choose and try on the hijab. This type of shopping necessitates the shoppers' time and effort. Meanwhile, while purchasing for a hijab online, customers may only rely on the sizing chart and photographs to make their decision. These methods are not really precise or interactive enough to help buyers make the best decision. As a result, a new approach to trying on hijabs anywhere and anytime is required. This study proposes the Virtual Hijab Try-on (VHT) app, which employs MAR as the primary technology and Multimedia as the supporting technology to examine users' perceptions and acceptance based on perceived augmentation, enjoyment, perceived usefulness, perceived ease of use, attitude towards use, and intention to use. The aim of this article is to assess if Augmented Reality (AR) is attractive to consumers and in which areas it can create the most value. Hence, we have sought to identify the most useful areas of AR applications, as well as factors influencing augmented reality’s attractiveness. This study has adapted a research methodology consisting of five phases from Vaishnavi and Kuechler. The Technology Acceptance Model (TAM) was applied as the underpinning theory for this study. The study incorporates the VHT app and constructivist theory to measure user acceptance and validate the new MAR acceptance model. The results showed that all of the measurements were strongly agreed upon by the users and these reflect the high level of users’ acceptance towards the use of the VHT app. The phase starts with the planning process involving the definition of the scope of the research and the identification of the target users. It continues with the establishment of the research constraints whereby it is a systematic approach to overcome any limitations pertaining to the research. The findings revealed that users rated perceived augmentation, enjoyment, perceived usefulness, perceived ease of use, attitude touse, and intention to use in the category of strongly agreed. The TAM was found to be a good theoretical tool for understanding users' acceptance of the app, based on the results of structural equation modelling. Enjoyment and perceived augmentation positively influence users’ acceptance of the app. Furthermore, we found a gap between the supply and needs of customers in terms of types of AR application offered on the market. We identified advantages and disadvantages of AR applications over their traditional counterparts impacting its adoption besides Enjoyment and perceived augmentation positively influence users’ acceptance of the app. The study's key contribution is the research model which proves the vigorous establishment of the TAM. The results indicate that the TAM is a viable model for understanding users' acceptance of a technology like the VHT app. Besides that, enjoyment and perceived augmentation have positive influence on users’ acceptance of the VHT app. Thus, when designing and developing try-on app, factors that include enjoyment and perceived augmentation have to be incorporated into the app which are crucial to improve the acceptance of the tool.