Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment

• Main Authors: Alam, Syed Shah, Masukujjaman, Mohammad, Susmit, Samiha, Susmit, Sumaiya, Abd. Aziz, Hassanuddeen
• Format: Article
• Language: English
• Published: Emerald Publishing Limited 2022
• Subjects: T Technology (General)
• Online Access: http://irep.iium.edu.my/101639/1/101639_Augmented%20reality%20adoption%20intention.pdf; http://irep.iium.edu.my/101639/; https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/html
• Institution: Universiti Islam Antarabangsa Malaysia

Purpose – This study evaluated the determinants of augmented reality (AR) adoption in Malaysia’s travel and tour operator sectors through an integrated technology organization-environmental (TOE) and diffusion of innovation (DOI) model. Design/methodology/approach – The TOE and DOI were considered...