A novel application of flow theory to mobile augmented reality

Mobile augmented reality (MAR) has been extensively used in marketing services to improve consumer engagement and interaction experiences. Creating a flow experience with MAR is expected to provide an opportunity for the success of online marketing. Therefore, this study aims to investigate the antecedents, experiences, and consequences of flow in MAR. It examines how MAR attributes (service reliability, virtuality, interactivity) affect immersion and privacy concerns which further influence value perceptions and eventually consumer responses in the decision-making process. The findings using 323 usable responses through covariance-based structural equation modeling confirm that the framework grounded on flow theory and MEC theory effectively explains how MAR attributes play a significant role for consumers to establish their value perceptions, including both hedonic and utilitarian, which further lead to their intentions to purchase, continuous use, and recommend MAR apps in the future. This is the first study to examine privacy concerns of MAR apps based on flow theory. This study contributes to the MAR literature and flow theory by incorporating MAR attributes, positive and negative experiences, and perceived values into a consumer decision-making process. The results also provide managerial insights for MAR app developers, as well as retailers and marketers who include MAR within consumer contexts.