Understanding User Intention to Adopt Augmented Reality Head-Up Display: A Study Based on Design Factors

Augmented Reality Head-Up Display (AR-HUD) is designed to engender immersive experiences and possess vast potential in enhancing vehicular safety. In the context of advancing digital technologies, the intention to use such innovations represents a significant field of study. Drawing on the Perceived Value Theory and the Stimulus-Organism-Response (S-O-R) framework, this study formulates a model to evaluate user intentions regarding the use of automotive Augmented Reality Head-Up Display (AR-HUD). This model integrates design elements, including user interface attractiveness, sense of presence, controllability, and responsiveness, along with perceived utilitarian and hedonic values. Through Structural Equation Modeling (SEM) of 230 valid questionnaire results, the analysis identifies both utilitarian and hedonic values as pivotal in influencing AR-HUD adoption, with utilitarian value being preeminent. Additionally, it is evidenced that design attributes influence the usage intention via perceived utilitarian and hedonic values. Consequently, this study presents design strategies for auto manufacturers and designers aimed at amplifying the advantages of AR-HUD, thus fostering greater user adoption willingness.