Abstract

With the rapid expansion of augmented reality (AR) applications, AR technology is poised to significantly affect businesses and organizations in all industries. This study explored how AR technology enhances memorable experiences from the perspective of the information systems (IS) continuance model. A new AR 3D catalog app was used to investigate the influence of AR experiences. All of the hypotheses were empirically examined within the IS continuance model. Additionally, the study explored the effects of four dimensions of AR experiences—education, escapism, esthetics, and entertainment—on satisfaction. An analysis of data collected from 373 customers of the AR 3D catalog app revealed that perceived usefulness exerted positive effects on satisfaction and continuance intention and that satisfaction had a positive effect on continuance intention. In addition, the esthetic and entertainment dimensions of AR experiences had positive effects on user satisfaction whereas the other two did not. Based on these findings, we infer that the use of the AR catalog app can increase customer satisfaction not only by enhancing the entertainment and aesthetic aspects of experiences but also by increasing the perceived usefulness of the app when customers are encouraged to use it. Practically, our findings imply that creating AR experiences for customers in the AR catalog app is an effective strategy for increasing customers’ continuance intention by enhancing their satisfaction.

Download

Share

COinS