Cross-cultural adoption of augmented reality – theories and practices
Małgorzata Bartosik‐Purgat, Tomasz Grzegorczyk · 2024
Augmented reality (AR) is a novel technology entering new application areas. It is increasingly used not just in industry, healthcare, tourism, and education but also in e-commerce and brick-and-mortar shops. However, the adoption of AR depends on diverse factors, including the cultural traits of users. This chapter aims to identify cultural factors that may affect the level of adoption of AR among consumers. The main research method used in the chapter is a narrative literature review. Our review reveals an enormous disproportion between the number of studies and scientific knowledge concerning (1) the role of cultural factors in the context of the adoption of other emerging technologies, (2) new technologies in general, and (3) the impact of other, non-cultural factors on AR adoption, compared to studies on the influence of cultural traits on the adoption of AR. Frequently, cross-cultural studies rely on the dimensions outlined in Hofstede’s model. Some studies can be categorised as comparative analyses, where researchers contrast consumers’ behaviour and evaluate it within the framework of cultural differences. By contrast, no research has been conducted focusing on the cultural traits of individuals and the extent of adoption of AR.