Reuse intention of augmented reality apps: recreational consciousness as moderator

ABSTRACT

This study investigated the determinants of intention to reuse augmented reality (AR) apps. The data were obtained from 439 IKEA Place app users and evaluated using the ‘partial least squares’ (PLS) and ‘fuzzy-set qualitative comparative analysis’ (fsQCA) approaches. PLS findings revealed that AR attributes significantly influence perceived ease of use, perceived usefulness, and confirmation. All the relationships under the technology continuance theory were confirmed except for the impact of perceived usefulness on attitude. Recreational consciousness positively moderates the influence of attitude on reuse intentions. fsQCA approach uncovered seven configurations of variables that result in high reuse intentions and identified satisfaction as a necessary condition. The study contributed to the literature by (i) exploring the drivers of intention to reuse AR Apps, (ii) extending technology continuance theory, (iii) demonstrating the moderating influence of recreational consciousness, and (iv) using the PLS-fsQCA approach. The findings help develop strategies and design AR apps aimed at retaining users.

抽象的

本研究调查了重用增强现实 (AR) 应用程序意图的决定因素。 数据来自 439 名 IKEA Place 应用程序用户，并使用‘偏最小二乘法’(PLS) 和‘模糊集定性比较分析’(fsQCA) 方法进行评估。 PLS 研究结果表明，AR 属性显着影响感知易用性、感知有用性和确认性。 除感知有用性对态度的影响外，所有‘技术连续性理论’TCT 关系均得到证实。 休闲意识正向调节态度对重用意图的影响。 fsQCA 发现了七种变量配置，这些配置导致了高重用意图，并将满意度确定为必要条件。 该研究通过以下方式对文献做出了贡献：(i) 探索重用 AR 应用程序的意图驱动因素，(ii) 扩展 TCT，(iii) 证明娱乐意识的调节影响，以及 (iv) 使用 PLS-fsQCA 方法。 这些发现对于制定旨在留住用户的策略和设计 AR 应用程序非常有用。

KEYWORDS:

• Augmented reality
• AR marketing
• digital marketing
• mobile shopping apps
• online shopping
• intention to reuse

关键词:

• 增强现实； 增强现实营销； 数字营销； 移动购物应用程序； 网上购物
• 重用意向

Disclosure statement

No potential conflict of interest was reported by the author(s).