The Usage of Augmented Reality Smartglasses: The Role of Perceived Substitutability

Augmented reality smartglasses (ARSG) allow users to place virtual 3D representations of real objects, i.e., holograms, into a user’s physical surroundings. For example, users can choose to place a virtual clock on their wall instead of the real physical object. We argue that being able to have fewer physical devices and products by replacing these objects with holograms offers multiple utilitarian and hedonic benefits. More specifically, we postulate that Perceived Substitutability, the extent to which a person believes that ARSG are able to substitute his/her real-life objects with virtual ones, is a positive influence factor of both Perceived Usefulness and Perceived Enjoyment, thus indirectly influencing ARSG usage. After collecting 109 questionnaires about Microsoft HoloLens and applying a SEM approach, our research model is confirmed, suggesting that manufacturers need to emphasize the utilitarian and hedonic benefits of their ARSG as well as promote their device’s capability of substituting physical objects.