Obstructive factors encountered when using immersive technology in tourism heritage: the moderating effect of the personal capability via SEM-PLS process

Abstract

Purpose

There is a void in systematically assessing obstructive factors as antecedents in the technology acceptance model (TAM). Three obstructive factors are investigated, namely, discomfort, insecurity and risk. Besides, this study aims to propose the moderator – personal capability (PC) and tested its effects on the relationship between perceived usefulness (PU) and perceived ease of use (PEU) and behavioral intention (BI).

Design/methodology/approach

Quantitative data analysis was used to verify the adapted model by using Smart PLS4. The data from 327 valid respondents are analyzed.

Findings

Discomfort is a significant antecedent impacting both PU and PEU. Insecurity and risk are inhibitors of PEU and PU, respectively. This study contributes to the scarce literature on the moderating effects of PC that moderates the influence between PU and BI positively.

Originality/value

This study contributes a new TAM extension by incorporating obstructive factors and exploring the moderating role of personal capability about AR Glasses. This research also enables innovation companies to enhance the design of their products and services via users’ feedback.

研究目的

系统评估阻碍因素作为技术接受模型（TAM）的先驱方面存在一定的空白。本研究调查了三个阻碍因素, 即不适感, 不安全感和风险。此外, 本研究提出了调节变量 - 个人能力（PC）, 并测试其对感知有用性(PU); 感知易用性（PEU）和行为意图（BI）之间关系的影响。

研究方法

使用量化数据分析验证了通过Smart PLS4使用的调整模型。对327名有效受访者的数据进行了分析。

研究发现

不适感是影响PU和PEU的显著先驱因素。不安全感和风险分别是PEU和PU的抑制因素。本研究在稀缺文献中贡献了个人能力的调节效应, 积极调节PU和BI之间影响的研究。

研究创新

本研究通过纳入阻碍因素并探索个人能力在AR眼镜方面的调节作用, 为TAM提供了一种新的拓展。此外, 该研究还使创新公司能够通过用户的反馈来增强其产品和服务的设计。

Citation

Zhang, H.J., Chan, W.W.H., Qiu, H. and Imon, S.S. (2025), "Obstructive factors encountered when using immersive technology in tourism heritage: the moderating effect of the personal capability via SEM-PLS process", Journal of Hospitality and Tourism Technology, Vol. 16 No. 1, pp. 53-72. https://doi.org/10.1108/JHTT-09-2023-0261