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Augmented Reality in Publishing: An analysis and Technology Acceptance Model of Augmented Reality in the Publishing Industry
No full textThis dissertation is an analysis and Technology Acceptance Model (TAM) of Augmented
Reality (AR) in the publishing industry. The study aims to determine whether AR has reached
a level of use and acceptance, based on Technology Acceptance research, by examining the
current attitudes, market and use of the technology in the publishing industry. The dissertation
also aims to establish the level of acceptance towards AR on an individual level based on
observational research.
AR is an immersive technology with produces digital content which is superimposed on the
physical world through a device like a mobile phone. The technology has become a widely
popular in industry industries and entertainment. It has become a mass market tool used by
major companies including Google, Microsoft and Apple. Within the publishing industry, AR
is being used in different sectors, including News, Children’s and Educational publishing.
The dissertation research required a number of both secondary and primary sources. Overall,
secondary sources included research into AR, AR and learning, Technology Acceptance
research, and User Experience research. Two major primary research contributed to this study.
Interviews with industry professionals were undertaken to establish AR’s current use within
the publishing industry. Secondly, observational research was undertaken to determine the
individual acceptance level of AR, as well as establishing AR’s effectiveness in a learning
environment.
The major conclusion drawn from this study was that while major publishers are not interacting
with the technology as much, AR’s use within the publishing industry is increasing, with small
publishers and independent companies utilising AR in different publishing sectors. It was
established that children’s and educational publishing were the two sectors making the most of
the technology, with educational AR becoming more accepted in both homes and schools.
Another major conclusion established in this study was that AR is becoming more widely
accepted on an individual basis. Observational research undertaken during the study confirmed
that even those aversive to new technologies found the technology useful and easy to use. It
was also established that AR has potential to be more effective than other interactive features
in a learning environment
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