The influence of quality factors on AR-based mobile apps and its role in enhancing satisfaction and reuse intention behaviour - an empirical investigation

Superimposing the real world with computer-generated imagery promises enormous potential for business houses. Its application in industries has thus far been stunted by deficient studies. Appreciating the prevailing scenario, this study investigates and analyses the impact of quality characteristics (information quality, system quality and service quality) on satisfaction and reuse intention of this new contraption popularly known as 'augmented reality' or AR apps. Survey data collected from respondents were liberally used to demonstrate factors affecting AR app user satisfaction and reuse appeal towards AR apps. Measurement and structural modelling of data were analysed using Smart PLS v3.3.3. Analysing quality determinants on user satisfaction, an essential element that helps businesses improve their user services has been primarily focused on in this study and could assemble a significant contribution to AR literature. The findings of this study will benefit companies, policymakers, and app developer's ways to attract new users.