The effect of mobile augmented reality service perception on consumers' behavioral intention

With the proliferation of smart devices, augmented reality (AR) technology has become more commonly used on mobile devices. Mobile AR services are a relatively new technology. The purpose of this study is to reveal the impact of users' perceptions of mobile AR services on behavioral intentions. To test the hypotheses, customers and visitors at a business were asked to download the Marshall Gör&Boya AR application. Subsequently, survey questions were administered. Based on valid responses from 343 participants, hierarchical regression analysis and mediation analysis were conducted, and all hypotheses were supported. The findings indicate that consumers' perceptions of mobile AR services (perceived interaction, perceived vividness, perceived augmentation, and perceived aesthetics) significantly and positively influence behavioral intentions. Additionally, according to the findings, the flow experience positively affected this effect.