Skip to main content
SpringerLink
Log in

Development of UTAUT-based augmented reality acceptance scale: a validity and reliability study

  • Published:
Education and Information Technologies Aims and scope Submit manuscript

Abstract

The primary aim of the study is to develop an augmented reality (AR) acceptance scale within the framework of the unified theory of acceptance and use of technology (UTAUT) model to measure individuals’ acceptance and use of AR technology. The study was performed with a total of 546 university students with three participant groups in the 2022–2023 academic year. Reliability and validity studies of the scale were also carried out. The face validity and content validity of the scale were investigated by receiving constructive feedback from various field experts. To scrutinize the construct validity, exploratory factor analysis (EFA) was applied to the first participant group (n = 315) while confirmatory factor analysis (CFA) was conducted with the second participant group (n = 182). The EFA results confirmed the four-factor structure with 21 items accounting for 71.86% of the total variance, while the CFA results showed that the four-factor model had a sufficient fit. The reliability of the UTUAT-based AR acceptance measurement tool was investigated using Cronbach’s alpha and test-retest methods. The Cronbach’s alpha coefficient of the scale was 0.95 whereas the test-retest reliability of the tool was 0.97. To investigate the discriminative power of the items, corrected item-total correlations and 27% upper and lower comparison of the participants were made. In conclusion, the UTUAT-based AR acceptance measurement tool is valid and reliable in measuring users’ AR acceptance and use levels.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Data Availability

The datasets generated during and/or analysed during the current study are available from the corresponding author on reasonable request.

References

  • Abraham, M., & Annunziata, M. (2017). Augmented reality is already improving worker performance. Harvard Business Review, 13(1–5), 1.

    Google Scholar 

  • Akbulut, Y. (2010). Sosyal Bilimlerde SPSS uygulamaları [SPSS applications in social sciences]. İdeal Kültür Yayıncılık.

  • Akçayır, M., Akçayır, G., Pektaş, H. M., & Ocak, M. A. (2016). Augmented reality in science laboratories: The effects of augmented reality on university students’ laboratory skills and attitudes toward science laboratories. Computers in Human Behavior, 57, 334–342.

    Article  Google Scholar 

  • Akgün, E., & Ustun, A. B. (2023). Mobil artırılmış gerçeklikle öğrenmeye yönelik içerik analizi. Dokuz Eylül Üniversitesi Buca Eğitim Fakültesi Dergisi, 56, 362–383.

    Article  Google Scholar 

  • Al-Shafi, S., & Weerakkody, V. (2010). Factors affecting e-government adoption in the state of Qatar. European and Mediterranean Conference on Information Systems (pp. 1–23).

  • Alawadhi, S., & Morris, A. (2008). The use of the UTAUT model in the adoption of e-government services in Kuwait. Proceedings of the 41st Hawaii International Conference on System Sciences (pp. 1–11).

  • Alfadda, H. A., & Mahdi, H. S. (2021). Measuring students’ use of zoom application in language course based on the technology acceptance model (TAM). Journal of Psycholinguistic Research, 50(4), 883–900.

    Article  Google Scholar 

  • Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators & Virtual Environments, 6(4), 355–385.

    Article  Google Scholar 

  • Barsom, E. Z., Graafland, M., & Schijven, M. P. (2016). Systematic review on the effectiveness of augmented reality applications in medical training. Surgical Endoscopy, 30, 4174–4183.

    Article  Google Scholar 

  • Billinghurst, M., & Duenser, A. (2012). Augmented reality in the classroom. Computer, 45(7), 56–63.

    Article  Google Scholar 

  • Buabeng-Andoh, C., & Baah, C. (2020). Pre-service teachers’ intention to use learning management system: An integration of UTAUT and TAM. Interactive Technology and Smart Education, 17(4), 455–474.

    Article  Google Scholar 

  • Büyüköztürk, S. (2010). Sosyal Bilimler için Veri Analizi El kitabı [The data analysis handbook for social sciences]. Pegem Akademi Yayınları.

  • Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications and programming. Taylor & Francis.

  • Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51, 341–377.

    Article  Google Scholar 

  • Cattell, R. (Ed.). (2012). The scientific use of factor analysis in behavioral and life sciences. Springer Science & Business Media.

  • Chamary, J. V. (2018). Why ‘Pokémon GO’ is the world’s most important game. Forbes. Retrieved from https://www.forbes.com/sites/jvchamary/2018/02/10/pokemon-go-science-health-benefits/#59d9a8be3ab0.

  • Chan, F. K., Thong, J. Y., Venkatesh, V., Brown, S. A., Hu, P. J., & Tam, K. Y. (2010). Modeling citizen satisfaction with mandatory adoption of an e-government technology. Journal of the Association for Information Systems, 11(10), 519–549.

    Article  Google Scholar 

  • Ciloglu, T., & Ustun, A. B. (2023). The effects of Mobile AR-based Biology Learning experience on students’ motivation, Self-Efficacy, and attitudes in Online Learning. Journal of Science Education and Technology, 32(3), 309–337.

    Article  Google Scholar 

  • Cokluk, O., Sekercioglu, G., & Buyukozturk, S. (2012). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları [Multivariate statistics for the social sciences: SPSS and LISREL applications]. Pegem Akademi Yayıncılık.

  • Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology press.

  • Cowan, K., Javornik, A., & Jiang, P. (2021). Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs. Psychology & Marketing, 38(10), 1799–1813.

    Article  Google Scholar 

  • Das, P., Zhu, M. O., McLaughlin, L., Bilgrami, Z., & Milanaik, R. L. (2017). Augmented reality video games: New possibilities and implications for children and adolescents. Multimodal Technologies and Interaction, 1(2), 8.

    Article  Google Scholar 

  • de Souza Cardoso, L. F., Mariano, F. C. M. Q., & Zorzal, E. R. (2020). A survey of industrial augmented reality. Computers & Industrial Engineering, 139, 106159.

    Article  Google Scholar 

  • Erkoyuncu, J. A., del Amo, I. F., Mura, D., Roy, M., R., & Dini, G. (2017). Improving efficiency of industrial maintenance with context aware adaptive authoring in augmented reality. Cirp Annals, 66(1), 465–468.

    Article  Google Scholar 

  • Fan, M., Antle, A. N., & Warren, J. L. (2020). Augmented reality for early language learning: A systematic review of augmented real- ity application design, instructional strategies, and evaluation outcomes. Journal of Educational Computing Research, 58(6), 1059–1100.

    Article  Google Scholar 

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

    Article  Google Scholar 

  • Hair, J. F., Anderson, R. E., Tatham, R. L., & Grablowsky, B. J. (1979). Multivariate data analysis. Pipe Books.

  • Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining modelfit. The Electronic Journal of Business Research Methods, 6(1), 53–60.

    Google Scholar 

  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structural analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.

    Article  Google Scholar 

  • Hu, Z., Ding, S., Li, S., Chen, L., & Yang, S. (2019). Adoption intention of fintech services for bank users: An empirical examination with an extended technology acceptance model. Symmetry, 11(3), 340.

    Article  Google Scholar 

  • Iatsyshyn, A., Kovach, V., Lyubchak, V., Zuban, Y., Piven, A., Sokolyuk, O., Iatsyshyn, A., Popov, O., Artemchuk, V., & Shy-shkina, M. (2020). Application of augmented reality technologies for education projects preparation. CEUR Workshop Proceedings, 2643, 134–160.

    Article  Google Scholar 

  • Ilhan, M., & Cetin, B. (2014). Sınıf değerlendirme atmosferi ölçeği’nin (SDAÖ) geliştirilmesi: Geçerlik ve güvenirlik çalışması [Development of classroom assessment environment scale: Validity and reliability study]. Education and Science, 39(176), 31–50. https://doi.org/10.15390/EB.2014.3334.

    Article  Google Scholar 

  • Jiang, S., Tatar, C., Huang, X., Sung, S. H., & Xie, C. (2022). Augmented reality in Science Laboratories: Investigating High School Students’ Navigation patterns and their effects on learning performance. Journal of Educational Computing Research, 60(3), 777–803.

    Article  Google Scholar 

  • Karaoglan-Yilmaz, F. G., Yilmaz, R., Zhang, K., & Ustun, A. B. (2023). Development of educational virtual reality attitude scale: A validity and reliability study. Virtual Reality, 27, 1875–1885.

    Article  Google Scholar 

  • Khechine, H., Lakhal, S., & Ndjambou, P. (2016). A meta-analysis of the UTAUT model: Eleven years later. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences De l’Administration, 33(2), 138–152.

    Article  Google Scholar 

  • Kline, R. B. (1994). An easy guide to factor analysis. Routledge.

  • Kline, R. B. (2005). Principle and practice of structural equation modelling. Guilford.

  • Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357–373.

    Article  Google Scholar 

  • Liu, D. S. M., & Wu, S. J. (2022). Light direction estimation and hand touchable interaction for augmented reality. Virtual Reality, 26(3), 1155–1172.

    Article  Google Scholar 

  • Magsamen-Conrad, K., Upadhyaya, S., Joa, C. Y., & Dowd, J. (2015). Bridging the divide: Using UTAUT to predict multigenerational tablet adoption practices. Computers in Human Behavior, 50, 186–196.

    Article  Google Scholar 

  • Marangunić, N., & Granić, A. (2015). Technology acceptance model: A literature review from 1986 to 2013. Universal Access in the Information Society, 14, 81–95.

    Article  Google Scholar 

  • Pallant, J. (2005). SPSS survival manual: A step by step guide to data analysis using SPSS for windows. Allen & Unwin.

  • Pantano, E., & Servidio, R. (2012). Modeling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279–286.

    Article  Google Scholar 

  • Parekh, P., Patel, S., Patel, N., & Shah, M. (2020). Systematic review and meta-analysis of augmented reality in medicine, retail, and games. Visual Computing for Industry Biomedicine and art, 3, 1–20.

    Article  Google Scholar 

  • Pellas, N., Fotaris, P., Kazanidis, I., & Wells, D. (2019). Augmenting the learning experience in primary and secondary school education: A systematic review of recent trends in augmented reality game-based learning. Virtual Reality, 23(4), 329–346.

    Article  Google Scholar 

  • Porter, M. E., & Heppelmann, J. E. (2017). Why every organization needs an augmented reality strategy. Harvard Business Review, 95(6), 46–57.

    Google Scholar 

  • Rouidi, M., Hamdoune, A., Choujtani, K., & Chati, A. (2022). TAM-UTAUT and the acceptance of remote healthcare technologies by healthcare professionals: A systematic review. Informatics in Medicine Unlocked, 32, 101008.

    Article  Google Scholar 

  • Sezer, B., & Yilmaz, R. (2019). Learning management system acceptance scale (LMSAS): A validity and reliability study. Australasian Journal of Educational Technology, 35(3).

  • Shiferaw, K. B., & Mehari, E. A. (2019). Modeling predictors of acceptance and use of electronic medical record system in a resource limited setting: Using modified UTAUT model. Informatics in Medicine Unlocked, 17, 100182.

    Article  Google Scholar 

  • Somyürek, S. (2014). Öğretim sürecinde z kuşağının dikkatini çekme: artırılmış gerçeklik. Eğitim Teknolojisi Kuram Ve Uygulama, 4(1), 63–80.

    Article  Google Scholar 

  • Song, Y., Koeck, R., & Luo, S. (2021). Review and analysis of augmented reality (AR) literature for digital fabrication in architecture. Automation in Construction, 128, 103762.

    Article  Google Scholar 

  • Squire, K., & Klopfer, E. (2007). Augmented reality simulations on handheld computers. Journal of the Learning Sciences, 16(3), 371–413.

    Article  Google Scholar 

  • Stevens, J. (1996). Applied multivariate statistics for the social sciences. Erlbaum.

  • Tabachnick, B. G., & Fidel, L. S. (2001). Using multivariate statistics (4th ed.). Allyn & Bacon, Inc.

  • Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics. Pearson.

  • Tan, Y. C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented reality in retail and its impact on sales. Journal of Marketing, 86(1), 48–66.

    Article  Google Scholar 

  • Tezbaşaran, A. (1997). Likert tipi ölçek hazırlama kılavuzu [Likert type scale preparation guide]. Türk Psikologlar Derneği.

  • Thong, J. Y. L., Venkatesh, V., Xu, X., Hong, S., & Tam, K. Y. (2011). Consumer Acceptance of Personal Information and Communication Technology Services. IEEE Transactions on Engineering Management, 58(4), 613–625.

    Article  Google Scholar 

  • Ustun, A. B. (2023). Eğitsel Amaçlı Sanal Gerçeklik Başlığı Ile Sanal Gerçeklik Gözlüğü Kullanımının Öğrencilerin Kabul Ve Tutumu Açısından İncelenmesi. International Journal of Computers in Education, 6(1), 19–29.

    Google Scholar 

  • Ustun, A. B., Yilmaz, R., & Yilmaz, F. G. K. (2020). Virtual reality in medical education. In: Umair S (Ed.) Mobile devices and smart gadgets in medical sciences. IGI Global, pp 56–73. https://doi.org/10.4018/978-1-7998-2521-0.ch004.

  • Ustun, A. B., Yilmaz, K., F. G., & Yilmaz, R. (2021). Investigating the role of accepting learning management system on students’ engagement and sense of community in blended learning. Education and Information Technologies, 26(4), 4751–4769.

    Article  Google Scholar 

  • Ustun, A. B., Simsek, E., Karaoglan-Yilmaz, F. G., & Yilmaz, R. (2022). The effects of AR-enhanced English Language Learning experience on students’ attitudes, self-efficacy and motivation. TechTrends, 66(5), 798–809.

    Article  Google Scholar 

  • Ustun, A. B., Karaoglan-Yilmaz, F. G., & Yilmaz, R. (2023). Educational UTAUT-based virtual reality acceptance scale: A validity and reliability study. Virtual Reality, 27, 1063–1076.

    Article  Google Scholar 

  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425–478.

  • Venkatesh, V., Thong, J. Y., & Xu, X. (2016). Unified theory of acceptance and use of technology: A synthesis and the road ahead. Journal of the Association for Information Systems, 17(5), 328–376.

    Article  Google Scholar 

  • Vilkina, M. V., & Klimovets, O. V. (2020). Augmented reality as marketing strategy in the global competition. The 21st Century from the positions of Modern Science: Intellectual, Digital and innovative aspects (pp. 54–60). Springer International Publishing.

  • Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), 89–103.

    Article  Google Scholar 

  • Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760–767.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Information Systems and Technologies, Bartın University, Bartın, Turkey

    Ahmet Berk Ustun, Fatma Gizem Karaoglan-Yilmaz & Ramazan Yilmaz

  2. Communication Coordinator, Bartin University, Bartin, Turkey

    Mehmet Ceylan

  3. Bartın University, Bartın, Turkey

    Orhan Uzun

  4. Department of Physics, Ankara University, Ankara, 06100, Turkey

    Orhan Uzun

Authors
  1. Ahmet Berk Ustun
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Fatma Gizem Karaoglan-Yilmaz
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Ramazan Yilmaz
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Mehmet Ceylan
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Orhan Uzun
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ahmet Berk Ustun.

Ethics declarations

Competing interests

The authors declare that they have no conflict of interest.

Additional information

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Ustun, A.B., Karaoglan-Yilmaz, F.G., Yilmaz, R. et al. Development of UTAUT-based augmented reality acceptance scale: a validity and reliability study. Educ Inf Technol (2023). https://doi.org/10.1007/s10639-023-12321-3

Download citation

  • Received:

  • Accepted:

  • Published:

  • DOI: https://doi.org/10.1007/s10639-023-12321-3

Keywords

Search

Navigation