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I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go

Chia-Ying Li and Yu-Hui Fang

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: By adapting Brunswik's lens model and the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated how perceptions of the game features (mechanics), influence game-challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. The findings revealed that locatability, navigability, and controllability exert positive effects on game-challenge reactions, whereas navigability and nostalgia had positive effects on feelings of playfulness. Furthermore, the relationship between game-challenge reactions and playfulness was determined to be nonrecursive, and both of these factors positively influenced service experience evaluation.

Keywords: Locatability; Navigability; Controllability; Nostalgia; Game-challenge reactions; Playfulness; Service experience evaluation (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919303376

DOI: 10.1016/j.jretconser.2019.102018

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