Augmented reality smart glasses: an investigation of technology acceptance drivers
by Philipp A. Rauschnabel; Young K. Ro
International Journal of Technology Marketing (IJTMKT), Vol. 11, No. 2, 2016

Abstract: Microsoft Hololens and Google Glass (Project Aura) are two examples of a new stream of wearable technology devices called Augmented Reality Smart Glasses that might substantially influence media usage in the near future. In this study, the authors draw upon prior technology acceptance research and propose an exploratory model of antecedents to smart glasses adoption. An empirical study reveals the importance of various drivers such as functional benefits, ease of use, individual difference variables, brand attitudes, and social norms. Although smart glasses are worn in a similar manner to fashion accessories and capture various personal information, self-presentation benefits and potential privacy concerns seem less likely to influence smart glasses adoption. The findings provide pre-market knowledge about smart glasses that can help scholars and managers understand this new technology.

Online publication date: Thu, 31-Mar-2016

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