Reuse intention of augmented reality apps: recreational consciousness as moderator

Behzad Foroughi, Hathaitip Hongsachart, Shahla Asadi, Mohammad Iranmanesh, Morteza Ghobakhloo and Erfan Babaee Tirkolaee

The Service Industries Journal, 2024, vol. 44, issue 7-8, 480-521

Abstract: This study investigated the determinants of intention to reuse augmented reality (AR) apps. The data were obtained from 439 IKEA Place app users and evaluated using the ‘partial least squares’ (PLS) and ‘fuzzy-set qualitative comparative analysis’ (fsQCA) approaches. PLS findings revealed that AR attributes significantly influence perceived ease of use, perceived usefulness, and confirmation. All the relationships under the technology continuance theory were confirmed except for the impact of perceived usefulness on attitude. Recreational consciousness positively moderates the influence of attitude on reuse intentions. fsQCA approach uncovered seven configurations of variables that result in high reuse intentions and identified satisfaction as a necessary condition. The study contributed to the literature by (i) exploring the drivers of intention to reuse AR Apps, (ii) extending technology continuance theory, (iii) demonstrating the moderating influence of recreational consciousness, and (iv) using the PLS-fsQCA approach. The findings help develop strategies and design AR apps aimed at retaining users.

Date: 2024
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DOI: 10.1080/02642069.2023.2259313

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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