Technology adoption by Czech consumers

Prokop Švábík

Master's thesis

Adopce brýlí pro rozšířenou realitu českými spotřebiteli

Abstract:

Práce se zabývá adopcí brýlí pro rozšířenou realitu v České republice. Konkrétně zkoumá, jaké faktory ovlivňují adopční rozhodnutí spotřebitelů. Na základě existujících adopčních teorií a studií práce představuje ARG model vytvořený speciálně pro tuto technologii. Tento model je následně otestován a jeho kvalita je srovnána s existujícími modely. Na zákaldě tohoto modelu i posbíraných dat práce vyvozuje závěry a nabízí doporučení pro další výzkum této problematiky.

Abstract:

This thesis utilizes the theories and models of existing technology adoption research based on which it proposes the ARG model, a custom model for study of adoption of the researched technology (augmented reality glasses). This model is then tested by field research using a survey and statistical analysis which evaluates the validity of proposed relationships between individual variables of the model in the context of the researched topic and target group. The performance of the ARG model is then compared to the most commonly used and relevant adoption models. Last but not least, the current state of adoption of augmented reality glasses by Czech consumers is analyzed. The paper offers several conclusions and recommendations for future research of this topic as well as application of the models presented in this paper or any similar adoption models for that matter. Due to the extreme novelty of the technology, consumers lack information about the product and despite very positive attitude towards the technology are currently hesitant to adopt it. There are noticeable differences between various demographic groups, especially Gender and Age.

Keywords

adopce technologií, rozšířená realita, výzkum spotřebitele

Keywords

augmented reality, consumer research, technology adoption

Language used: English

Date on which the thesis was submitted / produced: 15. 5. 2023

Thesis defence

• Date of defence: 7. 6. 2023
• Supervisor: Veronika Motlová
• Reader: Jana Gašková

Vysoká škola ekonomická v Praze

Master programme:
International Management