An Interaction–Engagement–Intention Model: How Artificial Intelligence and Augmented Reality Transform the User–Platform Interaction Paradigm

Interaction with mobile platforms changes users’ emotional and cognitive engagements through various stimuli cues that respond to behavioural intentions. Emerging technologies such as artificial intelligence (AI) and augmented reality (AR) foster more engagements and transform a new user–platform interaction paradigm in the e-commerce industry. This study signifies the effects of artificial intelligence and augmented reality in assessing user experience for mobile platforms. In this paper, we develop an interaction–engagement–intention model that considers users’ continuance intention based on perceived user experience. The proposed model uniquely explains a nuanced understanding of how the user–platform interactions evolve interactivity, product fit, artificial intelligence-driven recommendation, and online reviews in perceiving spatial presence and subjective norm. This paper explores the importance of attitude and trust as emotional states that influence the user’s behavioural responses. We validate the consequences of user–platform interactions toward continuance intention by conducting an online questionnaire survey and assessing user experience in augmented reality environments. The results contribute to adopting the co-created values of user–platform interactions through cognitive and emotional engagements that affect users’ continuance intention. The platform industry can apply the research outcomes by considering user experience and its implications to enhance the platforms’ capability with a broader aspect.