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A conceptual model for studying the immersive mobile augmented reality application-enhanced experience
Vo Kim Nhan1,2, Le Thanh Tam3, Ho Tien Dung4
1Candidate of University of Economics Ho Chi Minh City, Vietnam.
Heliyon
|August 30, 2022
Summary
Mobile augmented reality (MAR) apps enhance user immersion, driving emotions and behaviors. User and device traits significantly influence this immersive experience, offering valuable insights for businesses.
Area of Science:
- Human-Computer Interaction
- Psychology
- Marketing
Background:
- Emerging technologies like mobile augmented reality applications (MAR apps) are transforming user experiences.
- Understanding the psychological states induced by these technologies is crucial for predicting user responses.
Purpose of the Study:
- To develop an integrated conceptual framework illustrating how MAR apps foster immersive experiences.
- To identify key antecedents and outcomes of MAR app-enhanced immersion.
- To demonstrate the role of immersion in driving user emotions, values, and behaviors.
Main Methods:
- Literature review of related fields.
- Development of a theoretical model focused on the immersive MAR app-enhanced experience.
- Conceptual paper outlining antecedents and outcomes.
Main Results:
- User traits (mental imagery, personal innovativeness) and device traits (simulated physical control, environmental embedding) facilitate immersive MAR app-enhanced experiences.
- The immersive experience is a key driver of customer emotions, values, and behavioral responses.
- A conceptual model is proposed detailing these relationships.
Conclusions:
- The integrated conceptual model offers a comprehensive view of factors influencing immersive AR experiences.
- Provides scholars and practitioners with insights into user engagement and its benefits for firms.
- Highlights theoretical and practical implications for leveraging MAR apps.
