Presentation done by Hyunae Lee, Namho Chung & Timothy Jung, during "Augmented reality" workshop, of the ENTER2015 eTourism conference.

1. ENTER 2015 Research Track Slide Number 1
Examining the Cultural Difference in
Acceptance of Mobile Augmented Reality
: Comparison of South Korea and Ireland
aHyunae Lee, bNamho Chung & cTimothy Jung
aKyungHee University, South Korea
halee8601@khu.ac.kr
bKyungHee University, South Korea
nhchung@khu.ac.kr
cManchester Metropolitan University, United Kingdom
t.jung@mmu.ac.kr

2. ENTER 2015 Research Track Slide Number 2
CONTENT
1. Introduction
2. Theoretical background
3. Hypothesis development
4. Research method
5. Analysis and results
6. Discussion, Implication, Limitation

3. ENTER 2015 Research Track Slide Number 3
Introduction
virtual 3D images or information that superimposed on the real-world view
captured from camera of device
becoming more accessible to wider users with explosive growth of penetration rates of smartphone
Daehanmun gate
Junghwajeon
58m
Seokjojeon
76m
Daehanmun Gate is the main gate of
Deoksugung Palace. Located in the east, it
became the main entrance of the palace after
the completion of Wongudan Altar
(Hwangudan Altar). The original main gate
was Inhwamun. In 1970, it was moved to the
west because of the nearby expansion of
Taepyeong-no Street.
HDR

4. ENTER 2015 Research Track Slide Number 4
Introduction
Cultural heritage tourism
(one of the most important areas served by mobile AR app)
Let tourists perceive fun
and usefulness
 A feature of immersing its users in virtually enhanced real world (Di Serio et al., 2013)
 passively participates in activities while immersed in tourism sites
AR apps are enhancing aesthetic experience of tourist
 A considerable number of heritage institutions or organizations around the world have
developed and provided with their mobile AR apps.
Prevent degradation of
cultural heritage sites
aggravated by frequent
access by tourists
(Adhani & Awang, 2012; Portalés et al., 2009; Tutunea, 2013)
(Haugstvedt & Krogstie, 2012; Portalés et al., 2009; Stanco et al., 2012)
AR provides digitally
restored artifacts

5. ENTER 2015 Research Track Slide Number 5
Introduction
 In order to assess the influence of cultural difference, prior research papers have selected
over two countries which have similar level of social or technological development
but with very different culture profiles
(e.g., Cho & Cheon (2005) – U.S., U.K., Korea, and Japan (Because these countries are the greatest advertising
revenues in western and eastern cultures respectively but with noticeably difference
cultural profiles)
Cultural
difference
influence
AR
acceptance
the process having behavioral intention to use
information systems varies in different cultures
(Cho & Cheon, 2005; Harris et al., 2005; Kim et al., 2011; Srite & Karahanna, 2006)

6. ENTER 2015 Research Track Slide Number 6
Introduction
Richter, F. (2013, August 27). The United States Ranks 13th in Smartphone Penetration. Statista. Retrieved from http://www.statista.com/chart/1405/the-united-states-ranks-
13th-in-smartphone-penetration/
Top 15 countries with the highest smartphone penetration in Q1 2013
Investigated 15 countries that ranked as high as Korea on smartphone penetration rates

7. ENTER 2015 Research Track Slide Number 7
Introduction
Masculinityfeminine masculine
Individualistcollectivist
Individualism
Korea
Ireland
Power distancesmall large
strongweak
Uncertainty
avoidance
Korea
Ireland
Based on Hofstede (2000)

8. ENTER 2015 Research Track Slide Number 8
Introduction
 1,634 items of including pictures, videos and
3D images related to the Deoksugung palace
and nearby point-of-interest through AR.
Deoksugung palace
(One of the royal palaces in Korea)
An Post Museum
(One of the historic buildings in the
Dublin’s independence trail)
 text, pictures and video about An Post Museum
‘Deoksugung in my hands’ ‘Dublin AR’
Both countries have actively launched AR apps in cultural heritage sites.

9. ENTER 2015 Research Track Slide Number 9
Introduction
Ireland
Korea
- Smartphone penetration rates: 57.0% (Rank 11)
- Masculinity culture
- Low power distance culture
- Individualism
- Low uncertainty avoidance
- Smartphone penetration rates: 73.0% (Rank 2)
- Femininity culture
- High power distance culture
- Collectivism
- High uncertainty avoidance
 High level of smartphone penetration rates
 Interest in AR app
 Noticeably different cultural profiles
(Hofstede, 2000)

10. ENTER 2015 Research Track Slide Number 10
Introduction
to assess the impact of aesthetics and perceived attributes including
enjoyment on behavioral intention to use AR in cultural heritage tourism sites
The aim of this study ..
to investigate the influence of cultural difference between South Korea
and Ireland on these causal sequences

11. ENTER 2015 Research Track Slide Number 11
Theoretical Background
1. Aesthetic and Hedonic Features of Augmented Reality
 AR has a feature of immersing its users in virtually enhanced real world (Di Serio et al., 2013)
 The tourists who use AR apps in tourism sites passively participate in activities and do not
directly affect or influence the performance while immersed in tourism sites
Immersion
becoming physically or
virtually a part of the
experience itself
Passive participation
(A)Esthetic
experience
one of the 4 realms of experience economy
Pine & Gilmore (1998)
“indulged in environments”
(Oh et al., 2007)

12. ENTER 2015 Research Track Slide Number 12
Theoretical Background
1. Aesthetic and Hedonic Features of Augmented Reality
Perceived
usefulness
Perceived
enjoyment
Motivational
theory
(Deci, 1975)
Extrinsic
motivation
Intrinsic
motivation
the drive of utilitarian
purpose of AR usage
the drive of hedonic
purpose of AR usage
Utilitarian
feature of AR
Hedonic
feature of AR
Perceived
ease of use

13. ENTER 2015 Research Track Slide Number 13
Theoretical Background
2. Cultural Difference
Cultural
background
and the process of IS acceptance can be influenced by culture.
We drew upon the measure of cultural dimensions of Hofstede (1980) and
examined the influence of cultural difference on AR acceptance between two countries in this study.
In tourism research
 Cross-cultural difference = significant factor
∵ cultural background of tourists is related to the experience they seek.
 Investigating cultural difference among the tourists has been regarded as
basis for successful marketing strategy (Landauer et al., 2013)
Tourism industry, combined with IT,
is facing increasing number of inbound tourists from various culture
(Tsang& Ap, 2007)
 Cultural difference = barrier to technology

14. ENTER 2015 Research Track Slide Number 14
Theoretical Background
2. Cultural Difference
(Hofstede, 1991)
Dimensions Definition Korea Ireland
Masculinity
(↔ Femininity)
Degree to which a society is
characterized by assertiveness (masculinity)
versus nurturance (femininity)
39
(Femininity)
68
(Masculinity)
Power distance Degree to which power and inequality are
accepted as normal by the individuals of the
society
60
(High power
distance)
28
(Low power
distance)
Individualism
(↔Collectivism)
Degree to which people in a country prefer to act
as individuals rather than as members of groups
18
(Collectivism)
70
(Individualism)
Uncertainty
avoidance
Degree to which the members of a culture feel
threatened by uncertain or unknown situations
85
(High
uncertainty
avoidance)
35
(Low
uncertainty
avoidance)
the four cultural dimensions on which countries are comparable
: masculinity/femininity; power distance; individualism/collectivism; and uncertainty avoidance
(except for long-term orientation added later by Hofstead & Bond(1988))

15. ENTER 2015 Research Track Slide Number 15
Hypotheses Development
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence
Individualism/
Collectivism
Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7 Hb8 Hb9
Hc9 Hd9

16. ENTER 2015 Research Track Slide Number 16
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
Hypotheses Development
1. Aesthetics and Beliefs
“a tendency that initial outstanding impression
or characteristics of something affect overall
judgments even after contradictory evidence is
exposed” (Rosenzweig, 2009)
Strong Halo Effect
Initial
impression
usefulness
joyfulness
Aesthetics of IS have been demonstrated that it has an effect on formulating or inducing positive beliefs
such as perceived usefulness, ease of use, and enjoyment (Cyr et al., 2006; Li & Yeh, 2010)

17. ENTER 2015 Research Track Slide Number 17
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
Hypotheses Development
1. Aesthetics and Beliefs
 Perceived ease of use positively affect the
perceived usefulness. (Davis, 1989; Haugstvedt & Krogstie,
2012; Kim et al., 2009; Van der Heijden, 2004)
 In experience hierarchy, individuals act on the
basis of their emotional reactions. (Solomon, 2009)
 Perceived enjoyment significantly influences on
perceived ease of use, attitude, and intention to use
user-generated media for travel planning (Ayeh et al.,
2013)
Cognitive
factors
inducesAffective
factors
Perceived
enjoyment
Perceived
ease of use

18. ENTER 2015 Research Track Slide Number 18
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
Hypotheses Development
1. Aesthetics and Beliefs
 3 perceptions of TAM: Critical components
predicting user’s attitude & behavioral
intention
 Social influence = important only in the
early stage of individual experience with IS
in mandatory settings
 AR= cutting-edge technology & feature of
interaction

19. ENTER 2015 Research Track Slide Number 19
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
Hypotheses Development
1. Aesthetics and Beliefs
“Countries can be distinguished by the psychological
gender which the societies espouse” (Hofstede, 1984)
Masculinity
 Work goals, assertiveness & material success
 Perceived usefulness is related to improvement of
job performance
The Irish tend to focus on usefulness of AR
Femininity
 Quality of life goals & availability of technology
support staff (Venkatesh & Morris, 2000)
 South Koreans tend to focus on ease of use of AR

20. ENTER 2015 Research Track Slide Number 20
Hypotheses Development
1. Aesthetics and Beliefs
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
 are more relaxed and fun-loving than ones in
lower power distance culture
 induces a great demand for hedonic services
(Harris et al., 2005).
[e.g. Hong Kong (higher power distance) tends to display
more positive attitude to hedonic service than the
respondents of UK (lower power distance)]
 are more concerned about complying with the
opinion or rules of superiors and group to gain
favorable reaction from the other and avoid
punishment (Hofstede, 1984; Srite & Karahanna, 2006)
Individuals in high power distance culture

21. ENTER 2015 Research Track Slide Number 21
Hypotheses Development
1. Aesthetics and Beliefs
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
from
collectivism culture
personal
preference
or needs
socially
appropriate
manner
personal
preference
or needs
socially
appropriate
manner
 people from collectivist culture are more likely to conform to
and depend on others in group (Hui & Triandis, 1986)
from
individualism culture

22. ENTER 2015 Research Track Slide Number 22
Hypotheses Development
1. Aesthetics and Beliefs
Behavioral
Intention
Perceived
ease of use
Perceived
Enjoyment
Social
influence Uncertainty
Avoidance
Masculinity/
Femininity
Aesthetics of
AR
Perceived
Usefulness
Power Distance
H6
H7
H8
H9
H4
H5
H1
H2
H3
Ha6 Ha7
Hb8 Hb9
Hc9
Hd9
Individualism/
Collectivism
 In the context of usage of newly developed IS such as AR,
informational and normative influence is absolutely critical.
 According to some previous research papers, informational and
normative influence from others in group reduces uncertainty
about whether usage of IS is appropriate.
(e.g. Evaristo & Karahanna, 1998; Srite & Karahanna, 2006)
Lack of
information
induces
People to be nervous
& perceive risk
(Baird & Thomas, 1985; Vitell et al., 1993)

23. ENTER 2015 Research Track Slide Number 23
Hypotheses Development
4. Cultural Differences in South Korea and Ireland’s Intention to use AR
The influence of
 Perceived usefulness
 Perceived ease of use
 Perceived enjoyment
 Social influence
Korea < Ireland
Korea > Ireland
Korea > Ireland
Korea > Ireland
(Ha7)
(Ha6)
(Hb8)
(Hb9) (Hc9) (Hd9)

24. ENTER 2015 Research Track Slide Number 24
1. Data Collection
Research Method
Korea Ireland
Date November, 2013
Place Deoksugung Palace An Post Museum
Respondents Randomly selected visitors
Process  A manual is provided prior to conducting the survey to let the visitors familiarize themselves
with the application so that they can evaluate the AR more accurately
 Visitors used AR app about 30 minutes and participated in the survey
 All respondents received a gift certificates worth KRW5,000 (about USD 5) as a reward for
participation
A total number of
questionnaires
145 119

25. ENTER 2015 Research Track Slide Number 25
1. Data Collection
Research Method
Ireland Korea Ireland Korea
n % n % n % n %
Gender Current educational degree
male 21 17.6 51 35.2 High school and below 10 8.4 37 25.5
female 98 82.4 94 64.8 2-year HND course 1 0.8 45 31.0
Age 3 or 4 year degree course 89 74.8 47 32.4
20 and below 84 70.6 35 24.1 Postgraduate course and above 19 16.0 16 11.0
20-29 26 21.8 67 46.2 Job
30-39 6 5 23 15.9 student 107 89.9 87 60.0
40-49 3 2.5 16 11.0 administrator 0 0 20 13.8
50-59 0 0 4 2.8 sales 3 2.5 3 2.1
Marital status manual labor 0 0.0 3 2.1
married 4 3.4 34 23.4 professional 1 0.8 12 8.3
single 115 96.6 111 76.6 self-employed 1 0.8 0 0.0
Have you used AR in the past? civil servants 2 1.7 8 5.5
YES 11 9.2 48 33.1 house wife/husband 0 0 8 5.5
NO 108 90.8 97 66.9 other 5 4.2 4 2.8
Total 119 100 145 100
 Sample description

26. ENTER 2015 Research Track Slide Number 26
Research Method
2. Measures
 Measurement items were adopted from previous literature
(e.g., Oh et al., 2007; Van der Heijden, 2004; Venkatesh et al., 2013).
 Seven-point likert scale (1-strongly disagree, 7-strongly agree)
 6 constructs and 24 measurement items: aesthetic (five), perceived usefulness (four),
perceived ease of use (four), perceived enjoyment (four), social influence (four) and
behavioral intention to use AR (three)
 Same questionnaire was used both South Korea and Ireland (Survey questionnaire
was translated from English into Korean)
 a partial least squares (PLS) regression analysis was used. (PLS-Graph Version 3.0.)
[advantages: small sample size, and few assumptions about measurement scale and normal distribution (Ahuja &
Thatcher, 2005)]

27. ENTER 2015 Research Track Slide Number 27
Analysis and Results
1. Measurement Model
Measurement items
Korea Ireland
Cross
loading
t-
value
α C.R AVE
Cross
loading
t-value α C.R AVE
EST
When I used AR app in A, I felt a real sense of
harmony.
0.868 30.057
0.924 0.943 0.768
0.243 13.860
0.901 0.928 0.722
When I used AR app in A, just being here was very
pleasant.
0.909 48.688 0.255 16.338
When I used AR app in A, the setting was not bland. 0.903 50.612 0.238 13.215
The setting really showed attention to design detail. 0.834 25.844 0.214 11.992
The setting provided pleasure to my senses. 0.865 30.772 0.225 11.412
PU
Using AR app can improve my travel information
gathering performance.
0.908 48.549
0.946 0.961 0.861
0.867 23.676
0.901 0.932 0.773
Using AR app can increase my travel information
gathering productivity.
0.956 94.519 0.881 27.548
Using AR app can increase my travel information
gathering effectiveness.
0.935 58.890 0.898 47.042
I find using AR app useful. 0.912 38.555 0.871 26.477
EOU
The interaction with the AR app is clear and
understandable.
0.839 32.735
0.904 0.932 0.775
0.870 27.920
0.926 0.949 0.825
The interaction with the AR app does not require a
lot of effort.
0.886 30.044 0.911 44.936
I find the AR app easy to me. 0.894 24.032 0.955 120.583
I find it easy to access the desired information
through the AR app.
0.901 48.229 0.895 50.289
0.7↑0.7↑0.5↑ 0.7↑0.7↑0.5↑

28. ENTER 2015 Research Track Slide Number 28
Analysis and Results
1. Measurement Model
* Note: 1) EST(Aesthetics), PU(Perceived usefulness), EOU(Perceived ease of use), ENJ(Perceived enjoyment), SI(Social influence), BI(Behavioral intention to use
AR), 2) α(Cronbach’s α), C.R(Composite Reliability), AVE(Average Variance Extracted), 3) ‘A’ means cultural heritage sites of each country (e.g. Korea-
Deoksugung palace, Ireland-An Post Museum)
Measurement items
Korea Ireland
Cross
loading
t-
value
α C.R AVE
Cross
loading
t-value α C.R AVE
ENJ
I have fun to access information through interacting
with the AR app.
0.914 54.725
0.925 0.947 0.818
0.897 39.366
0.942 0.958 0.852Using the AR app brings me lots of enjoyment. 0.91 45.663 0.942 73.700
I enjoy using the AR app. 0.924 58.612 0.948 70.753
Using the AR app does not bore me. 0.868 31.074 0.905 35.043
SI
People who influence my behavior think that I
should use the AR app while visiting A.
0.873 31.283
0.858 0.903 0.701
0.696 7.554
0.814 0.874 0.637
People who are important to me think that I should
use the AR app while visiting A.
0.878 37.135 0.797 13.287
The Culture Heritage Administration has been
helpful in enabling me to use the AR app.
0.829 22.687 0.889 37.585
In general, A has supported the use of the AR app. 0.763 15.652 0.799 18.749
BI
I intend to use the AR app in the future. 0.966 101.622
0.975 0.984 0.953
0.967 118.829
0.966 0.978 0.937I predict I will use the AR in the future. 0.983 230.549 0.966 103.117
I plan to use the AR in the future. 0.979 199.926 0.97 113.646
0.7↑0.7↑0.5↑ 0.7↑0.7↑0.5↑

29. ENTER 2015 Research Track Slide Number 29
Analysis and Results
1. Measurement Model
Constructs Mean S.D
Correlation of constructs
(1) (2) (3) (4) (5) (6)
(1) Aesthetics 5.508 1.183 0.876
(2) Perceived usefulness 5.703 1.187 0.600** 0.928
(3) Perceived ease of use 5.381 1.216 0.540** 0.577** 0.880
(4) Perceived enjoyment 5.372 1.202 0.657** 0.739** 0.621** 0.904
(5) Social influence 4.683 1.349 0.442** 0.483** 0.333** 0.509** 0.837
(6) Behavioral intention to use AR 5.655 1.293 0.611** 0.654** 0.520** 0.689** 0.524** 0.976
Constructs Mean S.D
correlation of constructs
(1) (2) (3) (4) (5) (6)
(1) Aesthetics 5.047 1.907 0.850
(2) Perceived usefulness 5.315 1.325 0.419** 0.879
(3) Perceived ease of use 5.676 1.194 0.434** 0.603** 0.908
(4) Perceived enjoyment 5.372 1.411 0.507** 0.558** 0.701** 0.923
(5) Social influence 4.758 1.234 0.375** 0.484** 0.512** 0.450** 0.798
(6) Behavioral intention to use AR 5.471 1.497 0.475** 0.566** 0.717** 0.654** 0.508** 0.968
Note: Diagonal elements in the “correlation of constructs” matrix are the square root of the average variance extracted (AVE). For adequate discriminant
validity, the diagonal elements should be greater than the corresponding off-diagonal elements. * p<0.05, ** p<0.01
Square root of the AVE
for each construct
Correlation between
that construct and
other constructs
Discriminant validity is
established
Korea
Ireland

30. ENTER 2015 Research Track Slide Number 30
Analysis and Results
2. Structural Model
H Path
Deoksugung palace
(Korea)
An Post Museum
(Ireland) Result
Estimates t-value Estimates t-value
H1 EST → PU 0.404 4.713 0.264 2.675 Accepted
H2 EST → EOU 0.235 2.363 0.179 2.034 Accepted
H3 EST → ENJ 0.658 10.839 0.680 12.219 Accepted
H4 EOU → PU 0.364 3.908 0.464 5.158 Accepted
H5 ENJ → EOU 0.477 4.790 0.583 7.247 Accepted
H6 PU → BI 0.235 2.226 0.123 0.978 Rejected
H7 EOU → BI 0.105 1.233 0.401 3.765 Rejected
H8 ENJ → BI 0.336 3.355 0.235 2.096 Accepted
H9 SI → BI 0.223 2.824 0.149 2.310 Accepted
R2 PU 0.457 (45.7%) 0.427 (42.7%)
PEOU 0.430 (43.0%) 0.515 (51.5%)
PENJ 0.433 (43.3%) 0.463 (46.3%)
BI 0.564 (56.4%) 0.592 (59.2%)
Aesthetics
has strongest influence
on perceived enjoyment
Impact of masculinity & Femininity
Behavioral intention to use AR isn’t significantly affected by perceived usefulness in
Ireland (H6) and by perceived ease of use in Korea (H7)

31. ENTER 2015 Research Track Slide Number 31
Analysis and Results
2. Structural Model
H
cultural difference
(Nation)
Korea Ireland
Results
Estimates t-value Estimates t-value
Ha6 PU → BI Masculinity (Ireland) 0.235 2.226 0.123(rejected) 0.978 rejected
Ha7 EOU → BI Femininity (Korea) 0.105(rejected) 1.233 0.401 3.765 rejected
Hb8 ENJ → BI High Power distance (Korea) 0.336 3.355 0.235 2.096 supported
Hb9
SI → BI
High Power distance (Korea)
0.223 2.824 0.149 2.310
supported
Hc9 Collectivism (Korea) supported
Hd9
High Uncertainty Avoidance
(Korea)
supported
Supported hypotheses
 The relationship between enjoyment and behavioral intention was stronger in higher
power distance culture of Korea (Hb8)
 The relationship between social influence and behavioral intention was stronger in
higher power distance, collectivism, & high uncertainty avoidance culture of Korea
(Hb9, c9 & d9)

32. ENTER 2015 Research Track Slide Number 32
Discussion, Implication,
Limitation
 Destination marketing managers and AR developers in the cultural heritage tourism sites around the
world can refer to this study in design and actual operations of the AR app.
Theoretical implications
Roles of
aesthetics
 The strongest attribute of perceived enjoyment in both countries
→ aesthetic features of IS can induce hedonic perception
 This finding is remarkably meaningful ∵ most of studies have focused on utilitarian
component of AR
Cultural
difference
 Only a small number of research papers have applied SEM.
 This study empirically tested the impact of cultural difference on the causal sequence
toward behavioral intention to use AR
Practical implications
High power distance
High uncertainty avoidance
Collectivism culture
 Aesthetics
 Ease of use
 Manual
 Aesthetics
 Usability, Enjoyment
 Social influence
Low power distance
Low uncertainty avoidance
Individualism culture

33. ENTER 2015 Research Track Slide Number 33
Discussion, Implication,
Limitation
Limitations
This study investigated two different AR apps in palace and museum:
“Deoksugung, in my hand” in South Korea and “Dublin AR” in Ireland.
Further studies should analyze the respondents
 belong to different culture
 using the same app
to remarkably show the impact of cultural difference on behavioral intention to use AR
more accurately.
As AR apps have not yet been commercialized enough to be known to many
tourists, the manual of AR apps had to be produced and provided for respondents before
conducting survey.
 Only young and highly educated people could participated in this survey
 Are the subjects of this study representativeness of each culture ??
 Aesthetic and functional differences between these two AR apps and survey sites were reflected in
this results.

34. ENTER 2015 Research Track Slide Number 34
THANK YOU : )