AR呈现型智慧知识服务模式的用户采用行为意愿研究

The Adoption Behavior Intention on Smart Knowledge Service Mode of AR Presentation

【目的/意义】随着元宇宙相关技术发展,增强现实(AR)技术被广泛关注及应用。探究应用AR技术呈现知识的智慧知识服务模式中用户采用行为意愿影响机理,可为AR呈现型智慧知识服务模式的管理策略制定与实施提供理论指导。【方法/过程】本文通过招募人员参与体验AR呈现型智慧知识服务模式,并利用问卷调研收集数据,基于双重加工框架构建结构方程模型探究对采用行为意愿的影响路径,并采用潜调节结构方程探究自我能力认知的调节作用。【结果/结论】研究发现在AR呈现型智慧知识服务模式体验中,现实性、交互性对用户的感知实用性价值和享乐性价值的积极影响显著,用户的感知实用性价值和享乐性价值对用户的采用行为意愿的积极影响显著,自我能力认知显著调节现实性对用户的感知实用性价值的影响。【创新/局限】从用户自我能力认知以及AR技术的现实性、交互性的角度探究AR呈现型智慧知识服务模式的采用行为意愿,丰富了智慧知识服务采用行为的研究视角。但本文仅通过单一科普知识的实验情景探究行为机理,实际情况更为复杂,用户受到的影响因素更多,后续还需探究更多可能存在的影响因素以进一步诠释作用机理。

【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 service 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/conclusion】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 significantly 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.