Authors: Philipp A. Rauschnabel; Young K. Ro
Addresses: College of Business, The University of Michigan-Dearborn, 19000 Hubbard Drive, Dearborn, MI 48128-1491, USA ' College of Business, The University of Michigan-Dearborn, 19000 Hubbard Drive, Dearborn, MI 48128-1491, USA
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.
Keywords: augmented reality; smart glasses; wearables; technology adoption; technology diffusion; TAM; technology acceptance model; wearable devices; media usage; new technology; functional benefits; ease of use; individual difference variables; brand attitudes; social norms; self-presentation; privacy concerns; pre-market knowledge.
International Journal of Technology Marketing, 2016 Vol.11 No.2, pp.123 - 148
Received: 17 Jul 2015
Accepted: 25 Jul 2015
Published online: 28 Mar 2016 *