The aim of this study is to investigate how consumers’ cognitive and affective responses to web-based augmented reality affect their intention to continue to use augmented reality. The novelty of this study is the integration of the Stimulus–Organism–Response model with Technology Continuance Theory, allowing for an investigation of the relationships among the following critical variables: augmented reality (AR), utilitarian value, perceived risk, user satisfaction, attitude toward AR, and continuance intention. The study sample consisted of 452 participants. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. The results indicate significant direct relationships between all variables. Furthermore, this study demonstrated an indirect relationship between AR and continuance intention, mediated sequentially by cognitive responses, namely, utilitarian value and perceived risk, and affective responses, including user satisfaction and attitude toward AR. Consequently, it was revealed that all indirect relationships were significant, except for the pathways from AR to continuance intention involving perceived risk. This study presents key insights for online retailers, demonstrating how the integration of AR technology into conventional online shopping platforms can optimize user experiences by enhancing the cognitive and affective responses of customers. This, in turn, strengthens their intention to continue using AR technology, fostering sustained engagement and the long-term adoption of AR technology.

This study aims to investigate the impact of web-based augmented reality (AR) on consumer perceptions of both hedonic value and utilitarian value within digital retail environments, examining their role in driving continuance intention. The study utilized the Stimulus-Organism-Response (S-O-R) model to examine the relationship among AR, hedonic value, utilitarian value, and continuance intention. The survey was conducted in a sample size of 452 participants who had been buying clothes online in the past year. The analysis of data was conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results showed strong direct relationship between all constructs. Furthermore, the results indicated a statistically significant indirect correlation between AR and continuance intention with hedonic and utilitarian value as mediators. Overall, this research highlights significant implications for online retailers, demonstrating how the integration of AR technology into online shopping can optimize user experience by enhancing customers' cognitive and affective responses. This, in turn, strengthens their intention to continue use AR technology, fostering sustained engagement and long-term adoption to AR technology. تهدف هذه الدراسة إلى استكشاف أثر تكنولوجيا الواقع المعزز المعتمد على الويب (AR) على تصورات المستهلكين لكلٍ من قيمة المتعة والقيمة النفعية ضمن بيئات التجزئة الرقمية، مع التركيز على دور هذه القيم في تعزيز نية الاستمرار في استخدام التكنولوجيا. اعتمدت الدراسة على نموذج التحفيز-الكائن-الاستجابة لتحليل العلاقة بين الواقع المعزز والقيمتين المتعة والنفعية، بالإضافة إلى نية الاستمرار في الاستخدام. وقد تم إجراء الدراسة على عينة مكونة من 452 مشاركًا سبق لهم شراء الملابس عبر الإنترنت خلال العام الماضي. وتم تحليل البيانات باستخدام نموذج المعادلات الهيكلية بطريقة المربعات الصغرى الجزئية (PLS-SEM). أظهرت النتائج التجريبية وجود علاقة مباشرة قوية بين جميع المتغيرات. كما كشفت النتائج عن وجود علاقة غير مباشرة ذات دلالة إحصائية بين الواقع المعزز ونية الاستمرار، وذلك من خلال القيمة المتعة والقيمة النفعية...