AR여행시스템 통합 및 사용 의향과 사용 행위에 대한 연구
A study on the Model of influencing factors of willingness to use and behavior of use, of AR Tourism system
AR tourism is based on the digital tourism background to use AR technology to achieve real-time interaction between tourists and tourist destinations. With the use of AR technology and high-speed mobile Internet, tourists can conduct AR navigation, AR guide and AR guide-shopping, etc. which greatly improve the autonomy and convenience of tourism. From the perspective of the tourists, this paper comprehensively analyzes the internal and external factors, the whole technology acceptance model(TAM) and the task technology matching model(TTF), so as to build the influence factors of the use willingness of the AR tourism system. Followings are the results:(1)the internal factors influencing users' acceptance of AR tourism system include perceived ease of use, perceived usefulness and willingness to use, while external factors include task characteristics, technical characteristics and task technology matching degree.(2)Tourists' perceived usefulness and perceived ease of use have a significant positive impact on the willingness to use the AR travel system.(3)Perceived ease of use positively affects perceived usefulness, willingness to use, and positive impact on usage behavior.(4)Perceived ease of use, positive sense of interest, willingness to use, and positive impact on use behavior.(5)The task characteristics and technical characteristics of using AR tourism system for AR tourists have a positive impact on the matching degree of tasks and techniques for their use of the system.(6)The matching degree of task-technology has a positive effect on the users' behavior of AR tourism system. Based on the above, this paper puts forward corresponding thoughts and suggestions for the whole system of AR tourism.
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