Abstract / Description of output
Augmented reality (AR) has received much research attention, especially over the past few years. However, previous studies on AR have largely overlooked how the real-world environment behind the virtual image affects users. In addition, previous research heavily focused on the positive aspects of AR, yet very little is known about its negative aspects. This research aims to uncover how the relevancy between the real-world environment and the virtual image affects users. More specifically, we will focus on how an irrelevant real-world environment negatively affects users by building upon fit fluency and media irritation theories to explore this relationship. The findings of our experimental study show that individuals are less likely to recommend the AR app to others when they are exposed to a virtual image with an irrelevant real-world environment (vs. a relevant). Furthermore, this effect is caused by the serial mediation effect of disfluency and media irritation. This research offers valuable recommendations for researchers and app developers.
Original language | English |
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Pages | 372 |
Number of pages | 1 |
Publication status | Published - 10 Dec 2024 |
Keywords / Materials (for Non-textual outputs)
- augmented reality
- processing fluency
- congruency theory