A conceptual model for studying the immersive mobile augmented reality application-enhanced experience

PURPOSE: This study aims to develop and propose an integrated conceptual framework that illustrates how emerging technologies such as mobile augmented reality applications (MAR apps) stimulate a user's immersive MAR app-enhanced experience—a human psychological state of being engaged and engrossed in a virtual environment—which in turn facilitates user responses. DESIGN/METHODOLOGY/APPROACH: This study draws on a literature review of related fields to develop a theoretical model showing the centrality of the immersive MAR app-enhanced experience. FINDINGS: A conceptual model that explicates the selected antecedents and outcomes of the AR-enhanced immersive experience is proposed. The findings suggest that the traits of both the user (mental imagery, personal innovativeness) and the device (simulated physical control, environmental embedding) facilitate the immersive MAR app-enhanced experience. Moreover, the immersive MAR app-enhanced experience is identified as a key driver of customer emotions, values and behavioral responses. ORIGINALITY/VALUE: The integrated conceptual model provides scholars and practitioners with a general picture of the main factors affecting the immersive AR-enhanced experience, as well as the benefits available to firms; thus, theoretical and practical implications are delineated. PAPER TYPE: Conceptual paper.