Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.3.8
Unlocking the potential of augmented reality in hospitality the role of tam, perceived risk, privacy, safety, trust and hedonic motivation
Mohd Azhar
orcid.org/0000-0003-3222-5565
; Assistant Professor, New Delhi Institute of Management Department of Marketing
*
Samiha Siddiqui
; Research Scholar Aligarh Muslim University Department of Commerce
Naseem Bano
; Research Scholar Aligarh Muslim University Department of Commerce
Sehar Nafees
orcid.org/0000-0002-7407-1026
; Research Scholar Aligarh Muslim University Department of Commerce
Sujood s
; PhD, Associate Professor Dr. D.Y. Patil B-School
* Dopisni autor.
Sažetak
Purpose – This study intends to unfold the antecedents of AR adoption intention in the Indian
hospitality industry by extending the technology acceptance model (TAM) with perceived risk
(PR), privacy (PV), safety (SF), trust (TR) and hedonic motivation (HM).
Design/Methodology/Approach – A quantitative research technique was utilized and an onlinesurvey through Facebook was conducted to collect the data from the Indian consumers. For data
analysis, structural equation modeling (SEM) was used with the SPSS and AMOS software.
Findings – The empirical findings revealed that integrating TAM with constructs such as PR, PV,
SF, TR and HM resulted in a robust framework for explaining customers’ intention to adopt AR in
the hospitality industry.
Originality of the research – AR is gaining popularity among consumers due to its ability to offer
a wide range of valuable information while establishing a genuine connection with the physical
environment. This research is unique as the five additional constructs, viz. PR, PV, SF, TR and HM,
are included in the original TAM, thus fulfilling the literature gap. This work endeavors to augment
the comprehension of AR and unfolds the antecedents of AR adoption intention in the hospitality
industry through the lens of consumers.
Ključne riječi
Hrčak ID:
346473
URI
Datum izdavanja:
22.4.2026.
Posjeta: 79 *