Exploring the technological acceptance of immersive technologies

Abstract

Immersive technologies, including virtual reality (VR), augmented reality (AR) and mixed reality (MR), are rapidly evolving and becoming an integral part of different sectors. Today, they are a key part of the rapid evolution of technology. This paper explores the factors influencing the adoption of these immersive technologies, using the Technology Adoption Model (TAM) as a theoretical framework. The aim of the study is to explore the interaction between individuals' motivations and the factors and attitudes that influence the adoption of immersive technologies in two different sectors, tourism, and education. The research aims to provide a comprehensive picture of how perceived usefulness, ease of use and perceived enjoyment shape individuals’ decisions to adopt immersive technologies, using mixed-methodologies, qualitative and quantitative methods. For the research, I used in-depth interviews as a qualitative method and IBM SPSS AMOS software as a quantitative method for data analysis. Research shows that the adoption of immersive technologies is influenced by a number of factors. Qualitative interviews provided insights into motivations and attitudes towards these technologies, which showed a mixture of excitement and concern. The quantitative analysis highlighted individual innovativeness as a key driver, with perceived enjoyment and perceived usefulness playing a crucial role in the intention to use. Furthermore, attitudes towards immersive technology differed across educational and tourism contexts, highlighting the importance of context in shaping behavioural intention.

Date of Award	26 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Tamás Gyulavári (Supervisor)