Journal
PSYCHOLOGY & MARKETING
Volume 35, Issue 8, Pages 557-572Publisher
WILEY
DOI: 10.1002/mar.21106
Keywords
augmented reality smart glasses (ARSG); fashnology; mixed reality; uses and gratifications theory; wearable technology
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Funding
- University of Michigan-Dearborn's College of Business and Office of Research & Sponsored Programs (ORSP)
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Integrating virtual objects into the physical world is about to become real. Augmented reality smart glasses (ARSG), such as Microsoft HoloLens and other head-mounted displays, allow users to augment and enhance their subjective perceptions of reality. However, extant research lacks findings to explain why people intend to use ARSGs in particular situations. To address this highly relevant research gap, this study proposes and tests a theoretical model that examines people's expected gratifications from ARSG usage. In doing so, this research enhances the understanding of ARSGs and adds novel constructs (e.g., desired enhancement of reality) to the stream of technology and media adoptance.
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