Toward Adopting the AR Indoor Navigation: An Acceptance Study by Integrating TAM with Self-face Concern and Perceived Enjoyment

Despite the widespread adoption of AR for outdoor navigation, its indoor counterpart has yet to gain similar traction. To address this, understanding user acceptance is crucial. This study explores factors influencing users’ acceptance of AR indoor navigation, combining traditional elements from the Technology Acceptance Model (TAM) with two additional dimensions: self-face concern and perceived enjoyment. Data from 150 valid responses were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that both self-face concern and perceived enjoyment positively influence users’ intention to use AR indoor navigation. Perceived enjoyment also impacts perceived ease of use and perceived usefulness, while self-face concern influences perceived ease of use, which in turn affects perceived usefulness. Perceived usefulness, in turn, affects users’ intention to use the technology. The research enriches the understanding of AR indoor navigation technology adoption, considering self-face concern and perceived enjoyment. It provides valuable insights for enhancing AR indoor navigation technology to better cater to user needs and commercial value. With 55.3% of the variance in behavioral intention explained, the study offers guidance for future research and AR product development, fostering the growth of AR indoor navigation in diverse industries and contexts.