Impulse Buying and Stickiness Using Flow Theory: A Longitudinal Study

This study explores the growing field of Augmented Reality-based Eyewear Apps (AREA) by examining the various factors that impact user experiences over time. Using longitudinal data covering more than two years, this study investigates flow experiences, impulse buying, and stickiness in augmented reality (AR) apps. The data collection for the first study took place between October and December 2022 (n = 396), while the second study took place between September and December 2023 (n = 361). We examine the impact of informativeness, interactivity, curiosity, and AR entertainment on users’ flow experiences. The findings highlight the long-lasting effects of these factors on user engagement, underscoring their importance in influencing AR user behavior. In addition, the study reveals the importance of flow experience in influencing impulsive buying and user retention in AR apps. Trust propensity has a moderating effect on the relationship between flow experience and stickiness, but its impact on impulsive buying is still limited. These findings provide significant value to both theoretical frameworks and practical applications, informing developers, marketers, and retailers about strategies to improve user experiences and promote long-term engagement in the ever-changing world of AR-based eyewear applications. Finally, this study’s findings can inform the design and optimization of these apps, leading to increased user satisfaction and improved business performance.<br/><br/>