AUGMENTED REALITY AT WORK: ATTENTION MANAGEMENT AND ITS IMPACT ON WORK PERFORMANCE.

Augmented reality (AR) is rapidly emerging as a transformative display technology, blending computergenerated content with the real-world environment in real time. Using divided attention theory, this study investigates how different information delivery channels (i.e., AR vs. mobile phone) and the nature of information (i.e., dependence on specific physical context and complexity) affect work performance. A field experiment in the aircraft maintenance context demonstrates that the effect on work performance of providing information via AR vs. a mobile phone is mediated by work attentiveness. The findings reveal that the effectiveness of AR is particularly pronounced when information is highly dependent on the specific physical context but diminishes when information complexity is high. This research deepens our understanding of how presenting information directly in front of users' eyes (i.e., via AR) affects their attention management and work performance. The findings have significant implications for firms in terms of how to leverage AR to enhance work performance in industrial settings. [ABSTRACT FROM AUTHOR]