The adoption of mobile augmented reality in tourism industry: Effects on customer engagement, intention to use and usage behaviour

The purpose of this study is to examine the consumer adoption of mobile augmented reality (AR) in the tourism industry in Malaysia. Drawing on the extended Technology Acceptance Model (TAM), interactivity, vividness, and information content factors are examined in relation to perceived usefulness (P...

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Bibliographic Details

Main Authors:	Song Bee Lian, Devinder Kaur, Muthaloo Subramaniam, Poh Kiong Tee, Ling Chai Wong, Nor Azrul Mohd Zin
Format:	Article
Language:	en
Published:	the Center for International Scientific Research 2024
Subjects:	G154.9-155.8 Travel and state. Tourism HF5410-5417.5 Marketing. Distribution of products QA75.5-76.95 Electronic computers. Computer science
Online Access:	https://eprints.ums.edu.my/id/eprint/45808/1/FULLTEXT.pdf https://eprints.ums.edu.my/id/eprint/45808/ https://doi.org/10.29036/jots.v15i28.679
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