BEHAVIORAL INTENTION AND ADOPTION OF AR/VR TECHNOLOGIES: INSIGHTS FROM MEDICAL STUDENTS IN TÜRKİYE USING UTAUT

Abstract

This study examines the extent to which augmented reality (AR) and virtual reality (VR) technologies are adopted, using the Unified Theory of Acceptance and Use of Technology (UTAUT) as a framework and focusing on behavioral intention. This research aims to evaluate medical students' perceptions of AR and VR technologies in light of the effects of the COVID-19. The study population consisted of students enrolled in medical faculties in Türkiye, and convenience sampling was used for sample selection. Data were collected using both online and offline tools, and Smart PLS 4 (Partial Least Squares) statistical software was used for the analyses. The analysis results revealed that performance expectations, effort expectations, facilitating conditions, hedonic motivation, and price value had positive effects on individuals' attitudes. By contrast, social influence and habit had no statistically significant impact on attitudes. It was determined that individuals' attitudes positively impact behavioral intention. These findings underscore the significance of emphasizing user-friendly and motivating elements to encourage the adoption of AR and VR technologies among students studying in the field of health.