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As a result of interactive and immersive technologies such as augmented reality, almost every service business has changed their ways of engaging with consumers. However, there has been little research on acceptance and use of wearable augmented reality (AR) in interactive services in museums and art galleries. Therefore, the aim of this study was to investigate the causal relationships among customers’ beliefs, evaluation, attitudes, perceived behavior control (time resources), subjective norms, and intentions to use wearable AR and visit a tourist attraction (an art gallery) using the theory of planned behavior. The results showed that time resources affected intention to visit an art gallery, while attitude toward wearable AR had an impact on intention to use wearable AR. Subjective norms were found to predict intentions, and the intention to use wearable AR was found to influence the intention to visit an art gallery.

Relationships among Beliefs, Attitudes, Time Resources, Subjective Norms, and Intentions to Use Wearable Augmented Reality in Art Galleries