Exploring Flow Experience in Augmented Reality Technology Based on the Virtual ‎Liminoid Theory Dimensions

This study examines augmented reality technology from the perspective of flow experience based on virtual liminoid theory. It seeks to determine whether the flow induced by virtual liminoid theory in augmented reality purchasing systems affects consumer outcomes. An augmented reality application in the clothing field, specifical footwear, was used to perform a simulated experiment between individuals with 300 participants selected by a non-probabilistic sampling method to achieve this goal. Out of 300 standard questionnaires distributed among the participants, 290 usable questionnaires were made available to the researcher. The study's statistical population is all Kharazmi University (Tehran-Karaj Branch) students who have used augmented reality technology in the clothing industry at least once. This research is a descriptive survey in terms of practical purpose. Data analysis was performed using the partial least squares method of structural equation modelling in SMART PLS 3 software. The results showed that the virtual liminoid theory, in general, and the two components include a sense of ownership and ownership control each having a positive and significant effect on the flow experience. However, the effect of the self-exploratory interaction element on the flow experience was not confirmed separately. Flow has also a positive and significant impact on two consumer outcomes, including information usefulness and enjoyment. Finally, two consumer outcomes include information usefulness and enjoyment, each positively and significantly affecting satisfaction with augmented reality experience. The managerial and practical conclusions of marketers and designers to support the creation and implementation of augmented reality technology in the consumer field are also presented.