Virtually Enhancing the Real World with Augmented Reality Holograms: Use and Gratification Perspective: An Abstract

While the variety of technologies that allow consumers to explore the physical world through the lens of augmented reality is ever expanding, limited research has explored consumers’ reactions to these innovative media technologies. Specifically, the influences that determine the consumers’ intention to use these technologies remain unclear. To provide further insights into this research question, the current study utilizes use and gratification theory as a theoretical foundation to examine expected gratifications related to using augmented reality smart glasses. Results of a structural equation model support several gratifications that users associate with augmented reality smart glasses. Interestingly, these gratifications are highly context specific depending on whether the user is intending to use the device at home or in public. As a result, future studies should incorporate multiple contexts to more accurately assess consumers’ reactions, attitudes, and adoption intentions associated with these new wearable technologies.