The effects of Experience-Technology Fit (ETF) on consumption behavior: Extended Reality (XR) visitor experience

Jung, Timothy ORCID: https://orcid.org/0000-0002-8594-6641, Bae, Sujin, Moorhouse, Natasha and Kwon, Ohbyung (2023) The effects of Experience-Technology Fit (ETF) on consumption behavior: Extended Reality (XR) visitor experience. Information Technology and People. ISSN 0959-3845

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Abstract

Purpose: Traditionally, Task-Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question we ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience-Technology Fit (ETF), for the non-work environment, in particular in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence. Design/Methodology/Approach: Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model. Findings: VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. Our findings further demonstrate the relationship between users’ satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase. Originality: The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening our understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.