Elucidating mobile AR continuance intention: a dual fitting mechanism

Mobile augmented reality (AR) technology has revolutionised conventional human-computer interfaces and dramatically reshaped consumer behaviours. Based on task-technology fit (TTF) model and emotional fit theory, a study model that reflected a dual fitting mechanism underlying mobile AR continuance intention was developed and analysed by using data collected from 408 users of mobile AR services. The outcomes of the structural equation modelling indicate that emotional fit primarily mediates the impact of task mobility and spatial presence on mobile AR continuance intention, whereas confidence in AR predominantly influences mobile AR continuance intention through task-technology fit. Additionally, technology fluency affects mobile AR continuance intention via both task-technology fit and emotional fit. Compared with mobile AR utilitarian applications, technology fluency has a greater effect on TTF than in the settings of mobile AR hedonic applications. However, in terms of mobile AR hedonic applications, spatial presence exerts a greater effect on TTF when compared with mobile AR utilitarian applications.