A Conceptual Uses & Gratification Framework on the Use of Augmented Reality Smart Glasses

Augmented Reality (AR), the integration of virtual objects into the physical world, is about to become real. Microsoft Hololens and other devices termed as 'augmented reality smart glasses' (ARSG), allow its users to augment their subjective perceptions of the reality. However, not much is known about consumers react to this new form of wearable media technology. Against this background, this article reviews the scarce body of ARSG literature, supplements it with established findings from Uses & Gratification Theory (U&GT) and related research streams to propose a conceptual model. In doing so, this article enhances our understanding of AR, and ARSGs in particular, by proposing the role of existing and novel constructs to the stream of U&GT and AR research. The chapter closes with a discussion of promising avenues for future research on ARSGs and other head-mounted displays.