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An adoption framework for mobile augmented reality games: The case of Pokémon Go

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TLDR
The results show that hedonic, emotional, and social benefits and social norms drive consumer reactions while physical risks (but not data privacy risks) hinder consumer reactions.
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This article is published in Computers in Human Behavior.The article was published on 2017-11-01 and is currently open access. It has received 306 citations till now. The article focuses on the topics: Augmented reality & Gratification.

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The impact of virtual, augmented and mixed reality technologies on the customer experience

TL;DR: A new taxonomy of technologies is proposed, namely the “EPI Cube”, which allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey.
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Augmented reality marketing: How mobile AR-apps can improve brands through inspiration

TL;DR: In this paper, the authors present and empirically test a framework that theorizes how consumers perceive and evaluate the benefits and augmentation quality of AR apps, and how this evaluation drives subsequent changes in brand attitude.
Journal ArticleDOI

Hey Alexa … examine the variables influencing the use of artificial intelligent in-home voice assistants

TL;DR: The findings illustrate that individuals are motivated by the utilitarian benefits, symbolic benefits and social benefits provided by voice assistants, and the results found that hedonic benefits only motivate the use of in-home voice assistants in smaller households.
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Shopping in the digital world: Examining customer engagement through augmented reality mobile applications

TL;DR: The research introduces a new set of augmented reality attributes, namely, AR novelty, AR interactivity and AR vividness and establishes their influence on technology acceptance attributes of perceived ease of use, usefulness, enjoyment and subjective norms.
Journal ArticleDOI

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

TL;DR: In this paper, an ethnographic study of how consumers use Sephora's mobile AR shopping app in their own homes, the authors find that a close and intimate (rather than transactional) relationship can emerge due to how the branded AR app is incorporated into consumers' intimate space and their sense of self.
References
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Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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Common method biases in behavioral research: a critical review of the literature and recommended remedies.

TL;DR: The extent to which method biases influence behavioral research results is examined, potential sources of method biases are identified, the cognitive processes through which method bias influence responses to measures are discussed, the many different procedural and statistical techniques that can be used to control method biases is evaluated, and recommendations for how to select appropriate procedural and Statistical remedies are provided.

Perceived Usefulness, Perceived Ease of Use, and User

TL;DR: Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage.
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Perceived usefulness, perceived ease of use, and user acceptance of information technology

TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.
Book ChapterDOI

From Intentions to Actions: A Theory of Planned Behavior

Icek Ajzen
TL;DR: There appears to be general agreement among social psychologists that most human behavior is goal-directed (e. g., Heider, 1958 ; Lewin, 1951), and human social behavior can best be described as following along lines of more or less well-formulated plans.
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Frequently Asked Questions (13)
Q1. What are the contributions mentioned in the paper "Authors’ final manuscript accepted for publication in computers in human behavior, please cite as: rauschnabel, p.a., rossmann, a. & tom dieck, m.c. (2017). an adoption framework for mobile augmented reality games: the case of pokémon go, computers in human behavior. an adoption framework for mobile augmented reality games: the case of pokémon go" ?

Against this background, this research provides a framework based on uses and gratification theory, technology risk research, and flow theory. The proposed framework aims to explain the drivers of attitudinal and intentional reactions, such as continuance in gaming or willingness to invest money in in-app purchases. 

Therefore, the factors driving general interest in these games ( i. e., whether people try these apps or not ) remain an avenue for further research. Further research is necessary to better understand its drivers. In addition, as the authors theorized, any game that is played outside can activate childhood associations and the ‘ rosy view ’. 

Findings show that in-app purchases are driven by flow, image, and social norms, while attitudes toward playing the game are not a driver of inapp purchases. 

The authors find that enjoyment (βH1=.52; p<.001), physical activity (βH2=.14; p<.01), flow (βH3a=.11; p<.01), nostalgia (βH4=.08; p<.01), and image (βH6a=.15; p<.01) all drive users’ attitudes toward playing Pokémon Go. 

People can also play mobile AR games with friends (Qin, Kim, Hus, & Tan, 2011); in turn, spending time with friends might foster stronger relationships. 

AR provides opportunities for various industries, including those that develop interactive and engrossing games (Javornik, 2016). 

Because a user’s perception of a media’s or technology’s privacy issues reduces its perceived trustworthiness, privacy concerns are linked to a psychological barrier of risk involving vulnerability (Barney & Hansen, 1994) and uncertainty (Lewis & Weigert, 1985), two antecedents that decrease the adoption of media and technology (Connolly & Bannister, 2007). 

While these retro games typically underperform newer games in terms of action, functionality, and graphics, they might particularly benefit from the rosy view. 

The indirect effects of those variables that were found to be significantly related (p<.05) to attitude were also significant and their 5% confidence intervals (5000 bootstrap re-samples) did not include zero. 

As hypothesized, users’ attitudes toward using Pokémon Go (βH10a=.58; p<.001) are related to higher levels of continued use, in support of H10a. 

Go as the study context because it is one of the most prominent examples of mobile AR games, thus enabling us to survey a large sample of respondents. 

A conceptual article by Keogh (2017) emphasizes the importance of Nostalgia as a success factor of Pokémon Go.While these studies provide interesting findings on the role of Pokémon Go, and AR games in general, some unanswered questions remain. 

This study addresses this call by investigating two novel gratifications that have received limited attention in prior research: physical activity and nostalgia.