Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model
Purpose – Augmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users'...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2025-05-01
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| Series: | Journal of Tourism Futures |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JTF-04-2022-0131/full/pdf |
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| author | Salman Khan Qingyu Zhang Safeer Ullah Khan Ikram Ullah Khan Rafi Ullah Khan |
| author_facet | Salman Khan Qingyu Zhang Safeer Ullah Khan Ikram Ullah Khan Rafi Ullah Khan |
| author_sort | Salman Khan |
| collection | DOAJ |
| description | Purpose – Augmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM). Design/methodology/approach – This conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0. Findings – Grounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research. Originality/value – To better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM. |
| format | Article |
| id | doaj-art-c8bc83c6e15c488698648847bd877b96 |
| institution | OA Journals |
| issn | 2055-5911 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Journal of Tourism Futures |
| spelling | doaj-art-c8bc83c6e15c488698648847bd877b962025-08-20T02:25:01ZengEmerald PublishingJournal of Tourism Futures2055-59112025-05-0111221723910.1108/JTF-04-2022-0131Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance modelSalman Khan0Qingyu Zhang1Safeer Ullah Khan2Ikram Ullah Khan3Rafi Ullah Khan4Research Institute of Business Analytics and SCM, College of Management, Shenzhen University, Shenzhen, ChinaResearch Institute of Business Analytics and SCM, College of Management, Shenzhen University, Shenzhen, ChinaResearch Institute of Business Analytics and SCM, College of Management, Shenzhen University, Shenzhen, ChinaInstitute of Management Sciences, University of Science and Technology Bannu, Bannu, PakistanGomal University, Dera Ismail Khan, PakistanPurpose – Augmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM). Design/methodology/approach – This conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0. Findings – Grounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research. Originality/value – To better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM.https://www.emerald.com/insight/content/doi/10.1108/JTF-04-2022-0131/full/pdfAugmented realityAdoptionMTAMMobile commerceShopping mallsPakistan |
| spellingShingle | Salman Khan Qingyu Zhang Safeer Ullah Khan Ikram Ullah Khan Rafi Ullah Khan Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model Journal of Tourism Futures Augmented reality Adoption MTAM Mobile commerce Shopping malls Pakistan |
| title | Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model |
| title_full | Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model |
| title_fullStr | Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model |
| title_full_unstemmed | Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model |
| title_short | Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model |
| title_sort | understanding mobile augmented reality apps in pakistan an extended mobile technology acceptance model |
| topic | Augmented reality Adoption MTAM Mobile commerce Shopping malls Pakistan |
| url | https://www.emerald.com/insight/content/doi/10.1108/JTF-04-2022-0131/full/pdf |
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