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http://dx.doi.org/10.5392/IJoC.2022.18.2.032

Predicting the Application of Huawei Augmented Reality on Media Façade: Using the TAM Model  

Chen, Yan (SangMyung University)
Liu, Shanshan (Nanyang Institute of Technology)
Lee, Jong Yoon (SangMyung University)
Publication Information
International Journal of Contents / v.18, no.2, 2022 , pp. 32-46 More about this Journal
Abstract
In recent years, large-scale and high-density use of LED on facades has exposed some disadvantages, such as light pollution, high energy consumption, unsustainability, and poor interactivity. Because of the development of smartphones and augmented reality (AR), AR has emerged as a new technology available to users to interact with the media façade. As an augmented reality app for public space, the AR map app can superimpose virtual images on the surface of a building to form an AR media façade, which can be applied in the fields of navigation, advertising, interactive public art, smart retail, etc. This study establishes the variables influencing usage intention and the consequent outcomes of Huawei AR map app and uses the technology acceptance model (TAM) to discuss their relationship. Results show that consumer innovativeness, information quality, and design quality have a strong influence on perceived ease of use. Information quality has a positive impact on perceived usefulness, but design quality has a weak influence. Also, the design quality of Huawei AR map app and consumer innovativeness have a higher effect on perceived enjoyment than information quality. Users' usage attitude and perceived usefulness when using Huawei AR map app are key factors determining their usage intention. This study inspires city planners, architects, developers, and designers of AR apps that augmented reality can partly replace media façade, and that investment in augmented reality will achieve significant sustainable economic and social benefits.
Keywords
Media Facade; Mobile Application; Augmented Reality; Technology Acceptance Model; Huawei;
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