Obstructive factors encountered when using immersive technology in tourism heritage: the moderating effect of the personal capability via SEM-PLS process

Purpose There is a void in systematically assessing obstructive factors as antecedents in the technology acceptance model (TAM). Three obstructive factors are investigated, namely, discomfort, insecurity and risk. Besides, this study aims to propose the moderator – personal capability (PC) and tested its effects on the relationship between perceived usefulness (PU) and perceived ease of use (PEU) and behavioral intention (BI). Design/methodology/approach Quantitative data analysis was used to verify the adapted model by using Smart PLS4. The data from 327 valid respondents are analyzed. Findings Discomfort is a significant antecedent impacting both PU and PEU. Insecurity and risk are inhibitors of PEU and PU, respectively. This study contributes to the scarce literature on the moderating effects of PC that moderates the influence between PU and BI positively. Originality/value This study contributes a new TAM extension by incorporating obstructive factors and exploring the moderating role of personal capability about AR Glasses. This research also enables innovation companies to enhance the design of their products and services via users’ feedback.