From Augmented Reality Gaming Temptation to Total Obsession: Investigating the Impact of Behavioural Intention and Continued Usage Towards AR Gaming

Parv Gupta; Gyaneshwar Singh Kushwaha

doi:10.32479/irmm.22097

Authors

Parv Gupta Maulana Azad National Institute of Technology, Bhopal, Madhya Pradesh, India
Gyaneshwar Singh Kushwaha Maulana Azad National Institute of Technology, Bhopal, Madhya Pradesh, India

DOI:

https://doi.org/10.32479/irmm.22097

Keywords:

UTAUT2, Hedonic Adaptation, Behavioural Intention, Continued Usage, AR Games

Abstract

Augmented reality (AR) applications from retail try-ons to mobile games are changing behaviour of the user, but drivers of initial adoption and sustained engagement are underexplored. This study extends UTAUT2 by adding AR-specific factors—interactivity, immersivity, and technological embodiment and replacing hedonic motivation with hedonic adaptation to better predict behavioural intention and continued AR use. A stratified random sample of 300 participants from Delhi, Mumbai, and Bangalore played a 4-minute AR bowling game, then completed a 27-item survey; data were analyzed using partial least squares structural equation modeling (PLS-SEM). Interactivity, technological embodiment, effort expectancy, and hedonic adaptation predicted behavioural intention; immersivity shaped social influence. The model explained substantial variance in intention, which strongly forecasted continued usage, highlighting interactive, embodied, and novelty-sustaining AR elements. (1) modeling AR’s novelty-decay via hedonic adaptation in UTAUT2; (2) integrating AR dimensions to reveal experiential drivers of ongoing AR game engagement.