Title: Elucidating mobile AR continuance intention: a dual fitting mechanism

Authors: Hao Chen; Shuiqing Yang; Yuangao Chen; Shuang Zheng; Miao Zhang; June Wei

Addresses: School of Management, Zhejiang University of Finance and Economics, No. 18, XueYuan Street, XiaSha Higher Education Zone, Hangzhou City 310018, China ' School of Management, Zhejiang University of Finance and Economics, No. 18, XueYuan Street, XiaSha Higher Education Zone, Hangzhou City 310018, China ' School of Management, Zhejiang University of Finance and Economics, No. 18, XueYuan Street, XiaSha Higher Education Zone, Hangzhou City 310018, China ' School of Management, Zhejiang University of Finance and Economics, No. 18, XueYuan Street, XiaSha Higher Education Zone, Hangzhou City 310018, China ' College of Psychology, Zhejiang Normal University, Yingbin Avenue 688, Jinhua, Zhejiang Province, China ' College of Business, University of West Florida, 11000 University Parkway, Pensacola, Florida 32514-5750, USA

Abstract: Mobile augmented reality (AR) technology has revolutionised conventional human-computer interfaces and dramatically reshaped consumer behaviours. Based on task-technology fit (TTF) model and emotional fit theory, a study model that reflected a dual fitting mechanism underlying mobile AR continuance intention was developed and analysed by using data collected from 408 users of mobile AR services. The outcomes of the structural equation modelling indicate that emotional fit primarily mediates the impact of task mobility and spatial presence on mobile AR continuance intention, whereas confidence in AR predominantly influences mobile AR continuance intention through task-technology fit. Additionally, technology fluency affects mobile AR continuance intention via both task-technology fit and emotional fit. Compared with mobile AR utilitarian applications, technology fluency has a greater effect on TTF than in the settings of mobile AR hedonic applications. However, in terms of mobile AR hedonic applications, spatial presence exerts a greater effect on TTF when compared with mobile AR utilitarian applications.

Keywords: mobile augmented reality; continuance intention; task-technology fit; emotional fit; mobile AR application.

DOI: 10.1504/IJMC.2026.151579

International Journal of Mobile Communications, 2026 Vol.27 No.2, pp.147 - 172

Received: 21 Apr 2024
Accepted: 24 Jan 2025
Published online: 09 Feb 2026 *

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