Users' continuance intention toward augmented reality from the flow theory perspective Online publication date: Tue, 04-Apr-2023
by Heetae Yang; Hwansoo Lee
International Journal of Mobile Communications (IJMC), Vol. 21, No. 3, 2023
Abstract: Augmented reality (AR) paves a new way of improving user experience by adding a new perception of and interaction with the real world. This study developed an integrated research model to understand user behaviour in AR adoption. The research model is based on the flow theory and considers AR services and device-related attributes. The model examines the relationship between flow components and the four suggested constructs representing AR services and devices-related attributes using partial least squares structural equation modelling with 295 survey samples. The results demonstrated that flow is a significant factor of continuance intention of AR. Additionally, content quality and visual attractiveness were found to be positively correlated to all three flow components, while ease of use and portability partially affected the flow. This study provides important statistical findings and various practical implications for AR users and developers.
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