Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Financial Analysis of Thai Banks: Effectiveness of Augmented Reality Visualization

  • Tanlamai, Uthai (Department of Accountancy, Chulalongkorn Business School, Chulalongkorn University) ;
  • Jaikengkit, Aim-Orn (Department of Accountancy, Chulalongkorn Business School, Chulalongkorn University) ;
  • Wattanasupachoke, Teerayout (Department of Management, Chulalongkorn Business School, Chulalongkorn University)
  • Received : 2017.01.09
  • Accepted : 2017.09.14
  • Published : 2017.09.30
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Abstract

The objective of the study is to examine the acceptance and usability of Augmented Reality (AR) visuals developed for industry analysis of Thai Banks and whether these visuals can outperform the table of numbers in representing financial accounting data. Convenient samples were used and the data were collected with self-assessed questionnaires from 109 users with minimum prior experiences with financial analyses. The results from descriptive statistics indicates that despite having over 80% of respondents with little prior experience in analyzing financial performance of banking industry, the majority of them were able to correctly make prediction (96.4%), identify trend (82.6%) and compare banks' performance (70.6%). Their attitudes and perception towards Bank-AR visuals were above average. Although the overall usability score is average (53%), the respondents rated the Bank-AR visuals to be highly useful and had high intention to use them in the future.

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