The Next Frontier for Mobile Based Augmented Reality: An Evaluation of AR Uptake in India

Authors: K. Krishna Milan Rao, Nelvin Joseph, Praveen Dwarakanath

Abstract:

Augmented and Virtual Realties is quickly becoming a hotbed of activity with millions of dollars being spent on R & D and companies such as Google and Microsoft rushing to stake their claim. Augmented reality (AR) is however marching ahead due to the spread of the ideal AR device – the smartphone. Despite its potential, there remains a deep digital divide between the Developed and Developing Countries. The Technological Acceptance Model (TAM) and Hofstede cultural dimensions also predict the behaviour intention to uptake AR in India will be large. This paper takes a quantified approach by collecting 340 survey responses to AR scenarios and analyzing them through statistics. The Survey responses show that the Intention to Use, Perceived Usefulness and Perceived Enjoyment dimensions are high among the urban population in India. This along with the exponential smartphone indicates that India is on the cusp of a boom in the AR sector.

Keywords: Mobile augmented reality, technology acceptance model, Hofstede, cultural dimensions, India.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1339005

References:

[1] Ben Popper, “Google leads $542 million funding of mysterious augmented reality firm Magic Leap”, The Verge, 21 October 2014.
[2] Microsoft Channel, YouTube (4), 23 January 2015.
[3] Maier, Patrick; Tönnis, Marcus; Klinker, Gudron. Augmented Reality for teaching spatial relations, Conference of the International Journal of Arts & Sciences (Toronto 2009).
[4] Mountney P, Giannarou S, Elson D, Yang GZ (2009). "Optical biopsy mapping for minimally invasive cancer screening". Medical Image Computing and Computer-assisted Intervention 12 (Pt 1): 483–90. PMID 20426023.
[5] K. M. Kapp, The Gamification of Learning and Instruction: Game-based Methods and Strategies for Training and Education, Pfeiffer, 2012.
[6] Gregory, Myk (2014-07-22). "Ingress: A Game, Lifestyle and Social Network in One!” When In Manila. Retrieved 2014-08-07.
[7] "Airbus A318 approved for Head Up Display". Airbus.com. 2007-12-03.
[8] John Mccarthy, "Infographic: Major brands and tech firms to look out for in virtual and augmented reality", The Drum, 22 October 2015.
[9] Metz, Rachel. Augmented Reality Is Finally Getting Real Technology Review, 2 August 2012.
[10] Harshith Mallya, "With 3rd largest smartphone market in the world, India to reach 314 million mobile internet users by 2017", Your Story, 21 July 2015. (http://yourstory.com/2015/07/mobile-internet-report- 2015/).
[11] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3): 319- 340.
[12] Davis, F. D., Bagozzi, R. P., &Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(1): 1111-1132.
[13] Al Sokkar, A., & Law, E. (2013). Validating an episodic UX model on online shopping decision making: a survey study with B2C e-commerce. In Proceedings of the 5th ACM SIGCHI symposium on Engineering interactive computing systems, 297-306.
[14] Hofstede, G. (2000). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. London: Sage Publications.
[15] Venkatesh, V., & Morris, M. G. (2000). Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS quarterly, 24(1): 115-139.
[16] Harris, P., Rettie, R., & Cheung, C. K. (2005). Adoption and usage of mcommerce: a crosscultural comparison of Hong Kong and the United Kingdom. Journal of Electronic Commerce Research, 6(3): 210-224.
[17] Thomas Olssona, Tuula Kärkkäinena, Else Lagerstama and Leena Ventä-Olkkonenb, "User evaluation of mobile augmented reality scenarios", Journal of Ambient Intelligence and Smart Environments 4 (2012) 29–47.
[18] Hofstede, Geert (1991). Cultures and Organizations: Software of the Mind. London: McGraw-Hill. ISBN 9780077074746, (http://geerthofstede. com/india.html).
[19] Lee, H., Chung, N., and Jung, T. (2015). "Examining the Cultural Differences in Acceptance of Mobile Augmented Reality: Comparison of South Korea and Ireland", In Tussyadiah, I. and Inversini, A. (eds), Information and Communication Technologies in Tourism, Springer International Publishing, Wien, New York, pp. 477-49.
[20] Li, Y. M., & Yeh, Y. S. (2010) “Increasing trust in mobile commerce through design aesthetics. Computers in Human Behavior”, 26(4): 673- 684.