The Adoption Behavior Intention on Smart Knowledge Service Mode of AR Presentation
[Purpose/significance]With the development of the technologies related metaverse,augmented reality(AR)technology has been widely concerned and applied.Exploring the influence mechanisms of users'adoption behavior intention on smart knowledge ser-vice mode with AR technology presenting knowledge can provide theoretical guidance for the management strategy formulation and implementation of smart knowledge service mode of AR presentation.[Method/process]This paper recruited people to participate in experiencing the smart knowledge service mode of AR presentation,and collected data through questionnaire surveys.Based on the dual-process framework,the structural equation model was constructed to explore the impact paths on adoption behavior intention,and the latent moderated structural equation was used to explore the moderating effect of user's self-concept of ability.[Result/conclu-sion]Research has found that in the experience of smart knowledge service mode of AR presentation,the realism and interactivity have significantly positive impacts on users'perceived utilitarian value and perceived hedonic value,users'perceived utilitarian value and perceived hedonic value have significantly positive impacts on their adoption behavior intention,and self-concept of ability signifi-cantly moderates the impact of the realism on users'perceived utilitarian value.[Innovation/limitation]From the perspective of users'self-concept of ability,the realism and interactivity of AR technology,exploring the adoption behavior intention on smart knowledge service of AR presentation enriched the research perspectives on adoption behavior of smart knowledge service.However,this paper only explored the behavioral mechanism through the experimental scenario with single science knowledge.And due to the fact that the actual situation is more complex and users are influenced by more factors,further exploration of possible influencing factors is needed to further explain the mechanism.
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