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Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses
Author(s) -
Rauschnabel Philipp A.
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21106
Subject(s) - augmented reality , extant taxon , perception , psychology , human–computer interaction , mixed reality , computer science , neuroscience , evolutionary biology , biology
Integrating virtual objects into the physical world is about to become real. Augmented reality smart glasses (ARSG), such as Microsoft HoloLens and other head‐mounted displays, allow users to augment and enhance their subjective perceptions of reality. However, extant research lacks findings to explain why people intend to use ARSGs in particular situations. To address this highly relevant research gap, this study proposes and tests a theoretical model that examines people's expected gratifications from ARSG usage. In doing so, this research enhances the understanding of ARSGs and adds novel constructs (e.g., desired enhancement of reality) to the stream of technology and media adoptance.