Understanding the Role of Personalisation in Augmented Reality Applications for Enhancing User Experience

Abstract

Purpose: The purpose of the study is to have an understanding about the impact of augmented reality (AR) on user experience in case of a makeup app. This article tries to explore how personalisation, an AR process, impacts the various aspects of user experience (pragmatic quality, hedonic quality by stimulation, hedonic quality by identification and attractiveness). This study also evaluates the moderating role of privacy concern on the relationship of personalisation and user experience. Methodology: This research empirically analyses data from an experiment conducted in a controlled lab setting with 200 valid responses from users of a makeup app, which incorporates AR technology. SPSS and SmartPLS4 were used for the analysis. Findings: The results show that personalisation significantly impacts the user experience, particularly in terms of enhancing pragmatic quality. However, the results did not show a moderating effect of privacy concerns on the relationship of personalisation and user experience. Implications: This research offers marketers a foundation on leveraging AR technology in enhancing the app experience. It also contributes to the AR literature by understanding the interplay of personalisation, privacy concern and user experience. Originality/Value: This study examines how personalisation in AR distinctly shapes the user experience. It also addresses the contemporary dilemma of privacy concerns, investigating whether marketers should prioritise enhancing personalisation or exercise caution to uphold user privacy. While previous studies related to AR and user experience have been conducted in Western contexts, this study is unique in its kind in India.