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Exploring the Early Adopters of Augmented Reality Smart Glasses: The Case of Microsoft HoloLens

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Mahdokht Kalantari

    (Wayne State University)

  • Philipp Rauschnabel

    (University of Michigan Dearborn)

Abstract

Not much research has been done to understand how consumers react to wearable technologies that mix virtual and real worlds in glasses-like wearable devices. Drawing up on various technology acceptance and media theories, the authors develop a model to understand how people react to Augmented Reality Smart Glasses (ARSGs) using the example of Microsoft HoloLens. Results show that consumer’s adoption decision is driven by various expected benefits including usefulness, ease of use, and image. However, hedonic benefits were not found to influence the adoption intention. In addition, this research shows that the influence of the descriptive norms on the adoption intention outperforms the influence of the injunctive norms, which are established drivers of technology acceptance research. Theoretical and managerial implications of these findings are discussed.

Suggested Citation

  • Mahdokht Kalantari & Philipp Rauschnabel, 2018. "Exploring the Early Adopters of Augmented Reality Smart Glasses: The Case of Microsoft HoloLens," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 229-245, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-64027-3_16
    DOI: 10.1007/978-3-319-64027-3_16
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    Citations

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    Cited by:

    1. Erdmann, Anett & Mas, José Manuel & de Obesso, Mercedes, 2023. "Disruptive technologies: How to influence price sensitivity triggering consumers’ behavioural beliefs," Journal of Business Research, Elsevier, vol. 158(C).
    2. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing," Journal of Retailing, Elsevier, vol. 95(4), pages 219-234.
    3. Magni, Domitilla & Scuotto, Veronica & Pezzi, Alberto & Giudice, Manlio Del, 2021. "Employees’ acceptance of wearable devices: Towards a predictive model," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    4. Huan-Ming Chuang & Chien-I Chen, 2022. "Sustaining the Well-Being of Wearable Technology Users: Leveraging SEM-Based IPMA and VIKOR Analyses to Gain Deeper Insights," Sustainability, MDPI, vol. 14(13), pages 1-20, June.
    5. Jessica Müller-Pérez & Viridiana Sarahí Garza-Muñiz & Ángel Acevedo-Duque & Elizabeth Emperatriz García-Salirrosas & Jorge Alberto Esponda-Pérez & Rina Álvarez-Becerra, 2022. "The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    6. Huarng, Kun-Huang & Yu, Tiffany Hui-Kuang & Lee, Cheng fang, 2022. "Adoption model of healthcare wearable devices," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    7. Dawon Kim & Yosoon Choi, 2022. "Application of Smart Glasses for Field Workers Performing Soil Contamination Surveys with Portable Equipment," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    8. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.

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