The Impact of Augmented Reality Through User-Platform Interactions Towards Continuance Intention with the Effect of User Generation

When users interact with mobile platforms in an Augmented Reality (AR) environment, cognitive and emotional engagements change through different stimuli cues that respond to users’ behavioral intentions. Although AR engages more interactions in mobile platforms, there is a significant gap in assessing UX, considering the physical distance between users and virtual products in a mobile platform. Considering the effect of user generation, the impacts of perceived engagements toward continuance intention through user-platform interactions are unexplored. This study investigated a nuanced understanding of how stimuli cues in augmented reality affect sense of immersion and sense of presence, followed by an Interaction-Engagement-Intention (I-E-I) model. A quantitative method was used to validate the proposed model. Based on an online survey with 886 responses, product fit, network quality, and Artificial Intelligence-driven Recommendation (AIR) influences were assessed for cognitive engagements. This study examined the importance of engaging satisfaction and trust as emotional engagements, influencing users’ continuance intention. The findings showed that sense of presence has a more significant influence on building trust and satisfaction. Also, trust has a more significant impact on the continuance intention to use AR mobile platforms. This study also explored the positive effects of user generation on continuance intention. This could enhance the capabilities of information system designers, researchers, marketing professionals, and solution providers to attain sustainable user retention.