The Next Frontier for Mobile Based Augmented Reality: An Evaluation of AR Uptake in India
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.
[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.
[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.
@article{"International Journal of Information, Control and Computer Sciences:72068", author = "K. Krishna Milan Rao and Nelvin Joseph and Praveen Dwarakanath", title = "The Next Frontier for Mobile Based Augmented Reality: An Evaluation of AR Uptake in India", 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.", volume = "9", number = "10", pages = "2274-6", }
