Integrating TTF and UTAUT2 theories to investigate the adoption of augmented reality technology in education: Perspective from a developing country

Augmented reality (AR) has gained increased recognition in varying fields, in particular educational contexts. In the wake of the Covid-19 pandemic, home-based learning becomes a reality and is already in place across the globe, and learning via augmented reality technology will help learners comprehend learning content in a more creative frame of mind than ever before. Very little research has examined the adoption behavior of augmented reality in developing country perspectives. Therefore, there is a pressing necessity to understand the dynamics of augmented reality adoption for the benefit of motivating and inspiring students to adopt this highly innovative and impactful type of technology in the learning process. Against this background, the authors proposed and tested a model based on integrating Task-Technology Fit (TTF) and UTUAT2 theories. The results reveal the positive effect of task technology fit, performance expectancy, effort expectancy, social influence, facilitating condition, and hedonic motivation on behavioral intention (BI) in the adoption process of augmented reality in educational settings, where price value is found to exert little influence on behavioral intention. This model explains 49% of the variance in intentional behavior to adopt AR technology in the educational context. The conclusions of this study will add to the literature more informative knowledge leading to increased awareness of the dynamics and behaviors of AR adoption in a developing country perspective. We present and discuss the theoretical contributions and practical implications of our findings.