Authors: Hanna Stockinger
Addresses: Institute of Economics, Ulm University, Helmholtzstraße 18, 89081 Ulm, Germany
Abstract: Augmented reality (AR) applications are already predominantly adopted in the industrial sector. Nevertheless, the technology's real breakthrough in the consumer area is still pending. This is mainly due to a lack of research concerning the acceptance factors and its influences. Therefore, this study employs an Open Delphi approach in order to gain insights into experts' view of the current state and future acceptance and development of AR. Results reveal that getting the end consumer to use AR applications may be more challenging than expected. Nevertheless, the foresight is quite promising if some necessary improvements are achieved. The proposed Open Delphi approach can offer multiple advantages such as improved output quality and process efficiency through integrating information and communication technology, facilitated collaboration and thereby enhanced consensus through triggering an active discussion in the last phase, more convenience for participants through accessibility at any time from everywhere, and a higher motivation and creativity level through its gamification characteristics.
Keywords: augmented reality; Open Delphi study; open foresight; online research community; open innovation; technology acceptance; consumer research; co-creation; gamification.
International Journal of Technology Marketing, 2016 Vol.11 No.1, pp.55 - 96
Received: 23 Apr 2015
Accepted: 11 Aug 2015
Published online: 30 Nov 2015 *