Title: Users' continuance intention toward augmented reality from the flow theory perspective

Authors: Heetae Yang; Hwansoo Lee

Addresses: School of Management and Economics, Handong Global University, 558 Handong-ro Buk-gu, Pohang Gyeongbuk 37554, South Korea ' Department of Industrial Security, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si, Gyeonggi-do 16890, South Korea

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.

Keywords: augmented reality; AR; continuance intention; flow theory; perceived enjoyment; content quality; visual attractiveness.

DOI: 10.1504/IJMC.2023.129969

International Journal of Mobile Communications, 2023 Vol.21 No.3, pp.385 - 409

Received: 15 May 2020
Accepted: 23 May 2021
Published online: 04 Apr 2023 *

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