The Impact of Big Five Personality Traits on Augmented Reality Acceptance Behavior: An Investigation in the Tourism Field

Along with the rapid development of the Internet and mobile devices, the integration of augmented reality (AR) in the tourism sector has become very popular. Utilizing the Big five model (BFM) as the theoretical framework, the study examines the role of personality in influencing the behavioral intention (BI) to use mobile augmented reality in the tourism sector (MART). The study further investigates the role of personal innovativeness (PIV) in determining tourists’ behavioral intentions to use MART. Quantitative research was carried out to test the conceptual model. This paper strengthened the analysis by implementing PLS-SEM method using data collected from 374 participants. The study results demonstrated that openness to experience (OPN) is a strong predictor of MART use. In addition, agreeableness (AGR), conscientiousness (CONs), extraversion (EX), neuroticism (NR), and personal innovativeness (PIV) have all significant and positive impacts on behavioral intention (BI) to use MART.