The Moderating Effect of Long-term Orientation on Experience Economy in Augmented Reality Adoption

Jung, T, tom Dieck, MC, Lee, H and Chung, N (2015) The Moderating Effect of Long-term Orientation on Experience Economy in Augmented Reality Adoption. In: EuroCHRIE 2015.

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Abstract

Recently, the tourism industry is providing tourists with an enhanced touristic experience via various cutting-edge information technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural characteristics on human behaviour and phenomena. The aim of this paper is to examine how long- and short-term orientation moderates the relationship between experience economy provided by AR application and users’ perceived value. A research model is proposed and tested with data from 264 participants experiencing an AR application in Ireland and South Korea. The data are analysed using PLS-Graph and the findings reveal that there are significant differences in terms of the effect of education and escapism on the perceived value of using AR applications. These findings provide important implications for academics and practitioners in terms of the development and implementation of AR applications.