AR Mobile Games Adoption: A Study among University Students in Malaysia

In the era of mobility, augmented reality (AR) is a familiar name in the gaming industry. The rise of AR mobile games were not without consequences. Accidents were often heard as a result of AR mobile game addictions. These happened on the roads, playing the games while walking and driving. This research is aimed at determining the factors influencing the behavioural intention to adopt AR mobile games among university students in Malaysia. Two models � Theory of Planned Behaviour and Information System Success � were adopted, combining four independent variables such as attitude, subjective norms, perceived behavioural control and system quality while adding immersion as a new element. Primary data in terms of self-administered and online questionnaires were distributed to six universities. The collected data were then analysed quantitatively using SPSS 20.0 and the outcomes supported all hypotheses. Attitude was the strongest factor to influence the behavioural intention to adopt AR mobile games among university students. This research is a contribution to empirical knowledge. It can also be a guide to game developers in designing a safer game environment while enhancing technology.