Drivers and Impacts of Augmented Reality Immersion in Food Ordering Apps
Travis K. Huang, Kuan‐Yu Lin · International Journal of Human-Computer Interaction · 2025
This study explored the extent to which AR technology promotes memorable experiences through the lens of AR immersion. To investigate the influence of AR immersion, a 3D food ordering platform incorporating AR features was created as part of the study. The research empirically examined three dimensions of AR immersion—engagement, engrossment, and total immersion—and their effects on satisfaction and behavioral intention. It also explored the effects of perceived playfulness and personal innovativeness on the three dimensions of AR immersion. Data were collected from 343 restaurant customers who used the AR food ordering app. The analysis revealed that engagement, engrossment, and total immersion directly influenced satisfaction, but only total immersion directly influenced behavioral intention. A notable practical implication is that promoting perceived playfulness may be the most effective way to increase customer satisfaction by fostering higher levels of AR immersion through the AR food ordering app.