Browse > Article
http://dx.doi.org/10.14400/JDC.2021.19.11.315

A Study on Acceptance of Online Concerts Based on Mobile Augmented Reality: Focusing on the Extended Technology Acceptance Model  

Choi, Bu-Heon (Division of Performing Arts & Media, Howon University)
Publication Information
Journal of Digital Convergence / v.19, no.11, 2021 , pp. 315-325 More about this Journal
Abstract
This study conducted a questionnaire survey on 280 people who had experience of using mobile augmented reality-based online concerts. Using the SPSS 21.0 and AMOS 21.0 programs, the factors affecting the intention to reuse were investigated through statistical analysis(correlation analysis, path analysis, etc.). The main results are as follows. First of all, Presence and interactivity had a positive effect on flow, perceived ease of use and perceived usefulness. Flow had a positive effect on perceived ease of use and perceived usefulness. Perceived ease of use had a positive effect on perceived usefulness, and perceived usefulness had a direct positive effect on intention to reuse whereas perceived ease of use had an indirect effect on intention to reuse through perceived usefulness. In order to increase the intention to reuse of the mobile augmented reality-based online concert, it is necessary to prepare a plan to increase the level of presence, interactivity, and flow experienced by users. This study identified factors that affect the intention to reuse online concerts based on mobile augmented reality in an untact society. Therefore, it will be meaningful in that it presents the implications necessary to prepare a plan that can be efficiently accepted by consumers for the rapidly growing mobile augmented reality-based online concert.
Keywords
Mobile augmented reality; Online concerts; Extended technology acceptance model; Presence; Flow; Intention to reuse;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 D. H. Shin. (2009). An Empirical Investigation of A Modified Technology Acceptance Model of IPTV. Behaviour & Information Technology, 28(4), 361-372. https://doi.org/10.1080/01449290701814232   DOI
2 R. Diza. (2016). Augmented Reality versus Virtual Reality: The Battle is Real. https://techcrunch.com/2016/01/04/ar-vs-vr-the-battle-is-real/
3 JoongAng Ilbo. (2020.08.25.). Fan Meeting and Concert in the Corner of the Room. The Era of Mobile Phone 'AR Enter' brought by Corona. https://news.joins.com/article/23856601
4 L. Shore, V. Power, A. de Eyto, & L. O'Sullivan. (2018). Technology Acceptance and User-Centred Design of Assistive Exoskeletons for Older Adults: A commentary. Robotics, 7, 3. DOI:10.3390/robotics7010003   DOI
5 L. Madden. (2011). Professional Augmented Reality Browsers for Smartphones: Programming for Junaio, Layar and Wikitude. John Wiley & Sons.
6 F. D. Davis. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008   DOI
7 M. S. Kim. (2010). A Study on the IPTV Use Perception and Factors Influencing IPTV Adoption. Korean Journal of Communication & Information, 52, 177-202.
8 S. Taylor & P. A. Todd. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176.   DOI
9 Korea Policy Briefing. (2020.11.02.). BTS to My Room?...Catch the New Stage That merged due to COVID-19. https://www.korea.kr/news/policyNewsView.do?newsId=148879365#sitemap-layer
10 J. Iqbal & M. S. Sidhu. (2019). A Taxonomic Overview and Pilot Study for Evaluation of Augmented Reality Based Posture Matching Technique using Technology Acceptance Model. 16th International Learning & Technology Conference, 345-351. https://doi.org/10.1016/j.procs.2019.12.117   DOI
11 V. Venkatesh & F. A. Davis. (2000). Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204. DOI:10.1287/mnsc.46.2.186.11926   DOI
12 J. R. Kim & T. S. Cho. (2018). A Study on a Golf Supplies Company O2O-based Service App and its Reutilization Using the Extended Technology Acceptance Model. Journal of Sport and Leisure Studies, 71, 107-124.   DOI
13 J. W. Nam & T. Y. Park. (2014). A Study on Structural Relationship among Perceived Interactivity and User related Variables in Health Information Website. Journal of the Korean Society for Information Management, 31(4), 103-131.   DOI
14 D. S. Kwak, K. H. Yim, & J. H. Kwon. (2012). Study on the Influence of Mobile Application Interactivity on Flow and Purchase Intention. Journal of Digital Convergence, 10(10), 165-176.   DOI
15 K. S. Han & J. H. Choi. (2020). The Effect of Presence and Flow of Augmented Reality Advertising on the Advertising toward Attitude and Recall. Journal of Digital Convergence, 18(8), 29-35. DOI : 10.14400/JDC.2020.18.8.029   DOI
16 J. H. Kwon. (2014). A Study on the Effect of Mobile Shopping Application Characteristics on Customer Preference and Repurchase Intention. Doctoral Dissertation, Chungang University.
17 F. Bellalouna. (2021). The Augmented Reality Technology as Enabler for the Digitalization of Industrial Business Processes: Case Studies. 28th CIRP Confernece on Life Cycle Engineering, 400-405.
18 M. Yavuz, E. Corbacioglu, A. N. Basoglu, T. U. Daim, & A. Shayganc. (2021). Augmented Reality Technology Adoption: Case of a Mobile Application in Turkey. Technology in Society, 66, 101598. https://doi.org/10.1016/j.techsoc.2021.101598   DOI
19 T. Brigham. (2017). Reality Check: Basics of Augmented, Virtual, and Mixed Reality. Medical Reference Services Quarterly, 36(2), 171-178. DOI:10.1080/02763869.2017.1293987   DOI
20 J. H. Suh & J. S. Lee. (2015). Consumer Acceptance of Digital Live Technology: Focusing on Presence and Flow. Journal of Arts Management and Policy, 35, 33-59.
21 W. S. Cha. (2021). A Study on the Effects of Digital Signage Advertising Linked with Voice Recognition Mobile App: Using Interactivity and Extended Technology Acceptance Model. Advertising Research, 129, 67-91.   DOI
22 J. S. Sung. (2021). Effect of Flow in Convergence Dance Performance on Performace Attitude & Viewing Intention of Technology Acceptance Model. Doctoral Dissertation, Sejong University.
23 G. Wu. (2000). The Role of Perceived Interactivity in Interactive AD Processing. Ph. D. Dissertation. The University of Texas at Austin. Austin, TX, USA.
24 F. D. Davis, R. P. Bagozzi, & P. R. Warshaw. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003. DOI:10.1287/mnsc.35.8.982   DOI
25 J. Cabero-Almenara, J. M. Fernandez-Batanero, & J. Barroso-Osuna. (2019). Adoption of Augmented Reality Technology by University Students. Heliyon, 5, e01597. https://doi.org/10.1016/j.heliyon.2019.e01597   DOI
26 T. Hilken, J. Heller, M. Chylinski, D. I. Keeling, D. Mahr, & K. de Ruyter. (2018). Making Omnichannel an Augmented Reality: The Current and Future State of the Art. Journal of Research in Interactive Marketing, 12(4), 509-523. https://doi.org/10.1108/JRIM-01-2018-0023   DOI
27 J. Yoo. (2020). The Effects of Perceived Quality of Augmented Reality in Mobile Commerce: An Application of the Information System Success Model. Informatics, 7(2), 14. https://doi.org/10.3390/informatics7020014   DOI
28 J. Mutterlein, R. E. Kunz, & D. Baier. (2019). Effects of Lead-usership on the Acceptance of Media Innovations: A Mobile Augmented Reality Case. Technological Forecasting & Social Change, 145, 113-124. https://doi.org/10.1016/j.techfore.2019.04.019   DOI
29 B. Arnaldi, P. Guitton, & G. Moreau. (2018). Virtual Reality and Augmented Reality: Myths and Realities. John Wiley & Sons.
30 J. R. Rossiter and B. Braithwaite. (2013). C-OAR-SE-based Single-item Measure for the Two-Stage Technology Acceptance Model. Australasian Marketing Journal, 21(1), 30-35. https://doi.org/10.1016/j.ausmj.2012.08.005   DOI
31 G. McLean & A. Wilson. (2019). Shopping in the Digital World: Examining Customer Engagement Through Augmented Reality Mobile Applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.heliyon.2020.e04667   DOI
32 D. Weibel, B. Wissmath, S. Habegger, Y. Steiner, & R. Groner. (2008). Playing Online Games against Computer vs. Human-Controlled Opponents: Effects on Presence, Flow, and Enjoyment. Computers in Human Behavior, 24(5), 2274-2291. https://doi.org/10.1016/j.chb.2007.11.002   DOI
33 J. C. Oh. (2012). Haptic Enabling Technology Acceptance Model(HE-TAM): Combined TAM and IDT. The e-Business Studies, 13(5), 323-346. DOI : 10.15719/geba.13.5.201212.323   DOI
34 D. Wang, S. Park, & D. R. Fesenmaier. (2012). The Role of Smartphones in Mediating the Touristic Experience. Journal of Travel Research, 51(4), 371-387. DOI:10.1177/0047287511426341   DOI
35 H. J. Lee & D. H. Chung. (2012). Difference in Interactivity, Flow, Mood, Attitude, and Intention According to Smartphone Game Sensor. Korean Journal of Broadcasting and Telecommunication Studies, 26(1), 126-166.
36 T. Y. Park & J. W. Nam. (2017). The Effects of Perceived Interactivity on Information Acceptance in Mobile Health Information Service. Journal of the Korean Society for Information Management, 34(3), 151-177.   DOI
37 C. M. Heo. (2018). Structural Relationship among Presence, Enjoyment, Brand Attitude and Purchase Intention of Augmented Reality-Based Sports Brand Advertising. Journal of Digital Contents Society, 19(3), 461-470.   DOI
38 D. L. Hoffman & T. P. Novak. (1997). Measuring the Flow Experience among Web Users. Nashville, TN: Vanderbilt University.
39 S. B. Jung, D. Y. Won, & Y. M. Chung. (2015). A Study on the Intention to use of Flow Experience the Mobile Sports News: Applying the Technology Acceptance Model(TAM0 and Theory of Reasoned Action(TRA). Korean Journal of Sports Management, 20(6), 35-53.
40 T. M. Kim & T. K. Kim. (2010). A Study on Development Direction of the Advertisement Which was applied Augmented Reality: Focused on Presence and Satisfaction. InfoDESIGN ISSUE24, 9(5), 59-69.
41 D. L. Hoffman & T. P. Novak. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing, 23(1), 23-34. https://doi.org/10.1016/j.intmar.2008.10.003   DOI
42 T. P. Novak, D. L. Hoffman, & Y. F. Yung. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22-42. DOI:10.1287/mksc.19.1.22.15184   DOI
43 H. Van der Heijden. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704. https://doi.org/10.2307/25148660   DOI
44 T. Y. Chun & N. H. Park. (2015). The Effect of Augmented Reality Traits on Presence, Flow, and Relational Continuance Behavior with Smart-Phones. Journal of Distribution Science, 13(5), 45-52. DOI : 10.15722/jds.13.5.201505.45   DOI