Purpose

The purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.

Design/methodology/approach

A quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate and postgraduate students, using structural equation modelling.

Findings

While the trait of openness was positively associated with the perceived ease of use of AR, the usefulness of AR and subjective norms, the trait of neuroticism was negatively associated with the perceived ease of use of AR. Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.

Practical implications

The data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.

Originality/value

The findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.

中文翻译：

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“五大”人格类型与印度学生对增强现实广告的消费态度之间的关系

目的

本文的目的是调查“五大”人格特质（外向性、开放性、宜人性、尽责性和神经质）对增强现实 (AR) 应用的影响，特别关注 AR 在其中可能发挥的作用。互动营销。

设计/方法/方法

在基于定量的方法之后进行了问卷调查，问卷调查由 230 名研究生和研究生组成，使用结构方程模型完成。

发现

虽然开放性特征与感知的 AR 易用性、AR 的有用性和主观规范呈正相关，但神经质特征与感知 AR 的易用性呈负相关。外向性与主观规范呈正相关。感知 AR 的易用性、AR 的有用性和主观规范与对 AR 的态度呈正相关。

实际影响

收集到的数据将为目前有限的经验性消费者行为研究数据做出宝贵贡献，尤其是在采用 AR 进行互动营销方面。

原创性/价值

这项研究的结果将使致力于在自动化和人工智能等快速发展领域采用技术的学者受益；该研究还有助于新兴的心理学、信息系统、营销和人类行为的跨学科领域。