Visitors’ Acceptance of Wearable AR Technology in Museums

This study measured the relationship between the variables that influence museum visitors’ use of wearable augmented reality (AR) technology using the technology acceptance model (TAM). We hypothesized that visual appeal, technological readiness, and facilitating conditions positively influence museum visitors’ technological beliefs and intentions to use AR. The results of partial least squares structural equation modeling analysis confirmed most of our hypotheses. Interviews with museum visitors revealed that AR visitors exhibited more complex perspectives than traditional visitors, which requires further use of digital technology to meet increasingly complex user demands. The variables of AR sound effects and leasing costs should also not be overlooked. The research results indicate the necessity of further enhancing the overall comfort of wearable AR while considering the growing number of users who wear glasses.