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How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions

机译：消费者如何接受增强现实应用程序：使用量表和意见的比较分析

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Increasingly, retailers rely on interactive technologies to improve consumers' shopping experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated devices and software to explain, configure, and recommend products. On the other side, computer programs - so-called apps - are installed on the consumer's own device for the same purpose. They can be used at home, or - if installed on a mobile device - in retail outlets or on the move. In all cases, augmented reality (AR) can support these purposes by placing virtual content (e.g. new furniture) in a real environment (the consumer's home). The overall perception and acceptance toward such interactive technologies are discussed in this paper. Users' perceptions and experiences are measured by applying a modified technology acceptance model (TAM). Four experiments, two with marker-based and two with markerless AR apps are presented to support the generalization of the results, the measurement models and the measurement approach. The results are satisfactory with regard to the robustness of the TAM model. However, the relative importance of hedonic (enjoyment, pleasure, fun) and utilitarian (information) aspects varies for different kinds of AR apps and has to be considered for improvement to occur. From a measurement point of view the acquiescence bias has to be dealt with when developing scale items. (C) 2016 Elsevier Inc. All rights reserved.
机译：零售商越来越依赖于交互式技术来改善消费者的购物体验。一方面，交互式信息亭和智能镜像使用专用的设备和软件来解释，配置和推荐产品。另一方面，出于相同目的，将计算机程序（即所谓的应用程序）安装在用户自己的设备上。它们既可以在家中使用，也可以（如果安装在移动设备上）在零售店或移动中使用。在所有情况下，增强现实（AR）都可以通过将虚拟内容（例如新家具）放置在真实环境（消费者的家）中来支持这些目的。本文讨论了对这种交互式技术的总体理解和接受。通过应用改进的技术接受模型（TAM）来衡量用户的感知和体验。提出了四个实验，两个基于标记的实验和两个无标记的AR应用程序，以支持结果，测量模型和测量方法的概括。关于TAM模型的鲁棒性，结果令人满意。但是，享乐（娱乐，娱乐，乐趣）和功利（信息）方面的相对重要性因各种AR应用程序而异，必须加以考虑才能进行改进。从测量的角度来看，开发刻度项目时必须处理默认偏差。 （C）2016 Elsevier Inc.保留所有权利。

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