Journal
ELECTRONIC COMMERCE RESEARCH
Volume 15, Issue 2, Pages 269-295Publisher
SPRINGER
DOI: 10.1007/s10660-014-9163-2
Keywords
Augmented-reality interactive technology; Technology acceptance model; Experiential value; Cognitive innovativeness
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Funding
- Ministry of Science and Technology of the Republic of China, Taiwan [MOST 103-2410-H-155-022-, MOST 102-2410-H-155-046-, NSC 101-2410-H-155-056]
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This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers' innovativeness, this research discovers that consumers' level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.
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