Understanding Augmented Reality App Loyalty: The Roles of System and Individual Factors and the Moderating Effect of Sustainability among Young Adult Users

The increasing adoption of Augmented Reality (AR) applications in educational environments has highlighted the importance of understanding the factors associated with user satisfaction and loyalty among young adult users. This study investigates the influence of system and individual factors on perceived satisfaction and loyalty towards educational AR applications, with Sustainable Consumption Practices (SCP) acting as a moderating variable. This study integrates the Information Systems Success Model (ISSM), UTAUT3, and sustainability perspectives to develop a comprehensive research framework. A quantitative approach was employed, and data were collected from 400 young adult users in Malaysia. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. The findings revealed that service quality, social influence, hedonic motivation, price value, and personal innovativeness were significantly associated with perceived satisfaction towards educational AR applications. Service quality emerged as the strongest predictor of satisfaction. In addition, perceived satisfaction was significantly associated with loyalty towards educational AR applications. The findings also confirmed that Sustainable Consumption Practices significantly moderated the relationship between perceived satisfaction and loyalty. This study contributes to the existing literature by extending AR research beyond technology adoption towards post-adoption loyalty behaviour. The findings provide useful insights for educational institutions, AR developers, and digital marketers in designing sustainable and engaging AR experiences capable of enhancing long-term user loyalty.