P272 - DEC 2017 - Digital Enterprise Computing

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Textdokument
Exploring User Adoption of Augmented Reality Applications based on Pokémon Go
(Digital Enterprise Computing (DEC 2017), 2017) Rauschnabel, Philipp; tom Dieck, M.; Rossmann, Alexander
Pokémon Go was the first mobile Augmented Reality (AR) game that made it to the top of the download charts of mobile applications. However, very little is known about this new generation of mobile online Augmented Reality (AR) games. Existing media usage and technology acceptance theories provide limited applicability to the understanding of its users. Against this background, this research provides a comprehensive framework that incorporates findings from uses & gratification theory (U>), technology acceptance and risk research as well as flow theory. The proposed framework aims at explaining the drivers of attitudinal and intentional reactions, such as continuance in gaming or willingness to conduct in-app purchases. A survey among 642 Pokémon Go players provides insights into the psychological drivers of mobile AR games. Results show that hedonic, emotional and social benefits, and social norms drive, vice versa physical risks (but not privacy risks) hinder consumer reactions. However, the importance of these drivers differs between different forms of user behavior.