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oai:riuma.uma.es:10630/299032026-02-03T11:01:00Zcom_10630_2254col_10630_37953

Carrasco-Santos, María Jesús Calderón Fajardo, Víctor Rossi Jiménez, Carlos 2024-02-06T11:41:10Z 2024-02-06T11:41:10Z 2022-04-07 Víctor Calderón-Fajardo, María Jesús Carrasco-Santos & Carlos Rossi Jiménez (2023) The intention of consumers to use augmented reality apps in gastronomy – case of Málaga, Current Issues in Tourism, 26:9, 1446-1462, DOI: 10.1080/13683500.2022.2056002 https://hdl.handle.net/10630/29903 10.1080/13683500.2022.2056002 The intention of consumers to use mobile applications with augmented reality is analyzed in order to assess which variables have the greatest influence on their use by consumers. The UTAUT-2 model has been used, analyzing: performance expectancy, effort expectancy, social influence, hedonic motivation, price value, facilitating conditions, habit and behavioural intention. The results show that predictors of a more social nature, such as aspects associated with perceived enjoyment: habits and social influence are not supported. Also, the hypothesis on the value of price could not be supported; since most augmented reality applications are free, although it is a variable that exerts a positive influence on the intention to use because of the perceived benefits. The demographic profiles of consumers can also become important predictors when using augmented reality apps, being the millennial generation and generation Z the most likely to use mobile devices with augmented reality. eng open access Realidad aumentada The intention of consumers to use augmented reality apps in gastronomy – case of Málaga journal article