Assessing user benefits and privacy concerns in utilitarian and hedonic mobile augmented reality apps
Industrial Management & Data Systems
ISSN: 0263-5577
Article publication date: 5 October 2023
Issue publication date: 2 January 2024
Abstract
Purpose
The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their experiences with different MAR applications and how their decision-making process is performed, particularly in the setting of smartphones.
Design/methodology/approach
A web-based online survey was administered to collect data on consumers' perceptions of two different MAR apps: utilitarian and hedonic apps. Reliability and validity of the measurement scales, non-response bias and comment method bias were assessed. With the support of measurement model, partial least square (PLS) was employed to test the research hypotheses.
Findings
This study reveals that the technological attributes of augmented reality (AR) apps have significant effects on consumer perceptions of their utilitarian and hedonic benefits, including interactivity, visual quality, service quality, technicality and aesthetics. Moreover, this study shows that consumers of hedonic apps place more importance on their enjoyment with the MAR app; consumers of utilitarian apps focus more on the accrued functional values. The findings provide practical insights for retailers in AR marketing and application development in the MAR environment.
Originality/value
This study provides a comprehensive viewpoint for analyzing ongoing use and purchase intentions simultaneously in a unified theoretical framework. In addition, it compares different types of MAR apps: hedonic and utilitarian. Furthermore, it is one of the first few studies attempting to provide a comprehensive understanding of the predictive role of MAR technologies by incorporating privacy concerns into the research model based on user and gratification framework.
Keywords
Acknowledgements
Declaration of interest: The authors report no conflict of interest.
Citation
Qin, H., David, A., Harun, A., Mamun, M.R.A., Peak, D. and Prybutok, V. (2024), "Assessing user benefits and privacy concerns in utilitarian and hedonic mobile augmented reality apps", Industrial Management & Data Systems, Vol. 124 No. 1, pp. 442-482. https://doi.org/10.1108/IMDS-02-2023-0097
Publisher
:Emerald Publishing Limited
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