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[구철모] The Study of Antecedents of Aesthetic Experience in Augmented Reality from Motivation-Opportunity-Ability Model Perspective: Focusing on Moderating Effects of Distrust and Social Influence
kahwea 18-08-30 20:03 317

논문명

The Study of Antecedents of Aesthetic Experience in

Augmented Reality from Motivation-Opportunity-Ability

Model Perspective: Focusing on Moderating Effects of

Distrust and Social Influence

저자(참여인력명)

구철모

게재지명

인터넷전자상거래연구

핵심어

Augmented Reality, MOA model, Aesthetic Experience

초록

Tourists can be immersed in tourism sites with aesthetic experience provided by Augmented Reality(AR) application. However, AR applications are cutting-edge technology and consequently tourists have to undergo some annoying process in order to use it. Thus, not enough motivation, opportunity and ability of tourists can be barriers to enhancing aesthetic experience. Thus, we adopted Motivation-Opportunity-Ability (MOA) model for assessing the predictors of aesthetic experience. Further, we adopted distrust of

technology and social influence as moderating variables into the relationship between MOA

and aesthetic experience. The results show that intrinsic motivation and ability have effects on aesthetic experience. Distrust of technology showed that it moderates the relationship between ability (self-efficacy) and aesthetic experience. This study provides

theoretical implication of combining MOA and aesthetic experience with uses’ perceived distrust and social influence. In addition, we also present practical implication highlighting the importance of amusing factors and availability in designing and operating a AR

application in cultural heritage site.