Immersive escapes: the impact of augmented reality on the future of food service

Purpose This study aims to explore an extended technology incentive model (TIM) alongside a third-order user evaluation construct to predict consumer behavioral outcomes (trust, flow, engagement, customer satisfaction and purchase intention) in the rapidly evolving food service industry. Over the past decade, and especially in the post-COVID-19 era, technological advancements such as Augmented reality (AR) and 3D visual enhancements have revolutionized consumer experiences, offering immersive, reality-like interactions that enhance engagement and satisfaction. Specifically, the study explores the impact of consumers' flow and trust on engagement, ultimately impacting their satisfaction and purchase intention in an AR-based food ordering platform setting. Design/methodology/approach A survey was conducted among the audiences of Kuala Lumpur, Malaysia, using purposive sampling. We finalized a sample of 391 for the statistical procedures to obtain the measurements and structural models. Findings Findings indicate that technological factors significantly influence behavioral factors. Drawing on the principles of adopting new technology to promote a business, this study advances in understanding how consumers respond to different technologies in food businesses. Originality/value This study's theoretical and practical implications offer valuable insights for enhancing the consumer's shopping experience through AR-based ordering platforms in food businesses.