Immersive experience and customer responses towards mobile augmented reality applications: The moderating role of technology anxiety

Figures & data

Table 1. Characteristics of respondents

Characteristic	Item	Frequency (n = 332)	Percentage (%)
Gender	Female	196	59
	Male	136	41
Frequency of Mobile apps experience	Daily	40	12
	Some times a week	34	10
	Once a month	131	39
	Some times a month	83	25
	Some times a year	44	13
Age (years old)	15≤ Age <25	27	8
	25≤ Age <35	98	30
	35≤ Age <45	119	36
	45≤ Age <55	73	22
	Age ≥ 55	15	5
	Urban	187	56
Area	Rural	145	44
	Secondary school	4	1
	High school	11	3
	Intermediate	37	11
	College	105	32
Education	Bachelor	132	40
	Postgraduate	25	8
	Others	18	5
Monthly Income (million VND)*	Income < 5	9	3
	5≤ Income <10	36	31
	10≤ Income <15	127	28
	15≤ Income<20	131	29
	Income ≥ 20	29	9
	Total	332	100

* VND: Vietnam dong(Source: Author’s calculation)

Table 2. Accuracy analysis of constructs and indicators

Constructs/dimensions	Factor loading	CA	CR	AVE
Immersive experience While I was using this augmented reality service,		0.900	0.938	0.834
I was absorbed in what I was doing	0.889
I was immersed in the task that I was performing	0.938
I felt completely immersed	0.911
Attitude toward the AR apps		0.907	0.931	0.731
I am positive about the AR app.	0.842
The AR app is so interesting that you just want to learn more about it.	0.906
It just makes sense to use the AR app.	0.907
The use of the AR app is a good idea.	0.857
Other people should also use the AR app	0.756
Adoption intention regarding the AR apps		0.906	0.930	0.727
If I were to buy this product in the future, I would …
… download or use the AR app immediately.	0.818
… give the AR app priority over the printed catalogue.	0.887
… .l recommend using the AR app to my friends.	0.905
… . use the AR app regularly in the future.	0.878
… give the AR app priority over the catalogues of other providers.	0.798
Technology anxiety		0.933	0.952	0.832
I feel apprehensive about using AR apps.	0.883
It scares me to think that I could lose a lot of information using AR apps by hitting the wrong key.	0.905
I hesitate to use AR apps for fear of making mistakes I cannot correct.	0.900
I have avoided technology because it is unfamiliar to me	0.959

Note. AVE = average variance extracted; CA: Cronbach Alpha, CR = composite reliability;

Table 3. Table Fornell-Larcker criterion and Heterotrait-Monotrait ratio (*)

	1		2	3
1. Attitudinal response toward AR apps	0.855
2. Adoption intention regarding the AR apps	0.481/0.523*	0.853
3. Immersive experience	0.72/0.630*	0.387/0.424*		0.913

Table 4. Hypothesis testing results

Paths (hypotheses)	Original sample (O)	Sample mean (M)	Standard deviation (STDEV)	T statistics (|O/STDEV|)	P values	Results
Mediating effects
Immersive experience -> Attitudinal response toward AR apps (H1)	0.572	0.572	0.048	4.840	0.000^a	Significant
Attitudinal response toward AR apps -> Adoption intention (H2)	0.258	0.264	0.076	3.385	0.001^b	Significant
Direct effects
Immersive experience -> Adoption intention (H3)	0.147	0.150	0.059	2.482	0.013^b	Significant
Moderating effects
Moderating 1(H4a)	0.126	0.132	0.049	2.591	0.01^b	Significant
Moderating 2 (H4b)	0.019	0.015	0.052	2.358	0.013^d	Significant
Control variables
Age -> Adoption intention regarding the app	0.086	0.086	0.045	1.903	0.06^c	Significant
Education -> Adoption intention regarding the app	0.111	0.111	0.048	2.306	0.021^d	Significant
Income -> Adoption intention regarding the app	0.156	0.155	0.051	3.078	0.002^b	Significant
Privacy concern -> Adoption intention regarding the app	0.198	0.199	0.074	2.666	0.008^b	Significant

Note: ^Ap ≤ 0.001. ^bp <0 .005. ^cp <.01. ^dp < .10.N = 332, Bootstrap sample size 5,000. R² Immersive experience: 63.4% Q²: 0.475

Figure 1. Research framework and hypothesis-testing results.