Factors Influencing the Adoption of Mobile Augmented Reality in Rattan Industry Using Mobile Augmented Reality Acceptance Model

The primary objective of this study was to explore the determinants influencing the future adoption of Mobile Augmented Reality (MAR) by customers in displaying and selecting rattan products. This study used Mobile Augmented Reality Acceptance Model (MARAM) as its framework to investigate user's intention. Data were gathered empirically from 278 customers who had joined in MAR applications during exhibition. The results from the regression analysis demonstrated that the variables of MARAM effectively accounted for the variances in perceived ease of use, perceived usefulness, attitude, and intention. Predictors of perceived ease of use were identified as mobile self-efficacy and facilitating conditions. Morevover, perceived usefulness was predicted by perceived enjoyment, perceived ease of use, and perceived relative advantage. Furthermore, both perceived usefulness and perceived ease of use emerged as predictors of attitude. Finally, facilitating condition and perceived usefulness were found to be predictors of customers' intentions to integrate Mobile Augmented Reality into their rattan products selection. Nevertheless, perceived enjoyment did not serve as a predictor for attitude, and attitude did not serve as a predictor for Intention. These findings give information for rattan industry in acceptability of MARAM from customers perspective.