| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 106 === With the rapid development of information and mobile technology, the Augmented Reality (AR) applications on mobile devices have become growing. The mobile applications combine the AR technologies with the media or camera, which brings both entertainment and practicality and provides a new sensory experience, as well as, leads large number of users. Therefore, understanding which factors may influence usage intention of Augmented Reality Media is a critical issue.
This study aimed to explore antecedents of “Augmented Reality Media” usage intention by integrating the “Perceived Value”, “Social Influence”, and “Technology Acceptance Model”. This study conducted the field survey with convenience sampling and users in Taiwan who ever used “Instagram”, “Snow-AR Camera”, and “B612 Camera App” participated in this study in order to test the hypotheses. The total numbers of 228 valid questionnaires were collected. This study used exploratory factors analysis (EFA) to extract the factors, and used confirmatory factor analysis (CFA) to test the reliability and validity of measures. Finally, we used structural equation modeling (SEM) to test the hypotheses.
The results found that first; “individual perceived factors” (i.e., entertainment value and mobile value) significantly and positively influence “continuous usage attitude” of Augmented Reality media; second, “social influence factors” (i.e., subjective norm and visibility) significantly and positively influence “continuous usage attitude” of Augmented Reality media. Third, “system characteristic factors” (i.e., usefulness of media and ease of use of media) significantly and positively influence “continuous usage attitude” of Augmented Reality media. Finally, “continuous usage attitude” significantly and positively influences “continuous usage intention” of Augmented Reality media.
This study additionally tested mediating effects by Sobel Test. The results indicated that “continuous usage attitude” is the mediator between “individual perceived factors” (i.e., entertainment value and mobile value), “social influence factors” (i.e., subjective norm and visibility), “system characteristic factors” (i.e., usefulness of media and ease of use of media), and “continuous usage intention”.
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