Research on the Influence Mechanism of Users' Continuous Use Intention of Augmented Reality Branded Application

DOI

10.2991/978-94-6463-056-5_24How to use a DOI?

Keywords

augmented reality branded apps; TAM model; playfulness; consumer satisfaction; continuous use intention

Abstract

In recent years, with the development of augmented reality technology, the branded app has further derived with augmented reality function focusing on consumer experience, which has been widely preferred by consumers. At the same time, it has also become a new way for brand enterprises to communicate and interact with consumers. However, most augmented reality branded applications are in the primary stage of development and promotion, with a small number of users and low user viscosity. Based on the TAM model, this study introduces two variables of "playfulness" and "spatial existence", and constructs a user's continuous via intention of augmented reality branded applications. The results show that perceived usefulness, perceived ease of use, playfulness and spatial presence have a positive impact on consumer satisfaction, and consumer satisfaction has a positive impact on continuous use intention. This study provides ideas and references for enterprises to further develop and promote augmented reality branded applications and improve the user stickiness of augmented reality branded app.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shenglan Yang
AU  - Yumeng Zhao
AU  - Cong Wang
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Influence Mechanism of Users' Continuous Use Intention of Augmented Reality Branded Application
BT  - Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
PB  - Atlantis Press
SP  - 168
EP  - 176
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-056-5_24
DO  - 10.2991/978-94-6463-056-5_24
ID  - Yang2022
ER  -