Title: Audiences' acceptance towards technological integration: a case study using PCA and HCA method to analyse experience on augmented reality public sculpture exhibited at Kota Samarahan, Sarawak

Authors: Valerie Michael; Muhammad Fauzan Abu Bakar

Addresses: Faculty of Art and Design, Universiti Teknologi MARA, Cawangan Sarawak, Jalan Meranek, 94300 Kota Samarahan, Sarawak, Malaysia ' Faculty of Art and Design, Universiti Teknologi MARA, Cawangan Sarawak, Jalan Meranek, 94300 Kota Samarahan, Sarawak, Malaysia

Abstract: The study aims to explore and reveal the possible potential of augmented reality in redefining audience interaction and artistic communication, specifically concerning the incorporation of augmented reality into the development of public sculpture. This research utilises quantitative approaches, specifically principal component analysis (PCA), p-values, confidence intervals and hierarchical cluster analysis (HCA), to identify the primary component influencing audience experiences. A total of 129 participants are eligible to participate in the study and the results indicated that augmented reality may improve interactive encounters, emotional engagement, and consequently, a deeper comprehension of the artist's representations. The article explains how augmented reality can connect traditional and digital art, foster inclusivity, and promote critical thinking among its audience. This placing of the findings within the art context highlights some cultural and pedagogical implications of AR technology in the emerging paradigmatic application of participatory art activities.

Keywords: augmented reality; audience engagement; innovative arts; participatory arts; artistic community.

DOI: 10.1504/IJART.2026.153282

International Journal of Arts and Technology, 2026 Vol.16 No.2, pp.190 - 211

Received: 21 May 2025
Accepted: 30 Jul 2025
Published online: 01 May 2026 *

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