When hope matters: moderating effects on expectation disconfirmation, trust, and continuance usage in AR fashion apps

Abstract

This research investigates the influence of psychological constructs—trust, hope, and satisfaction—on user engagement and continuous usage intention toward augmented reality-based fashion apps (ARFA). A mixed-methods approach was employed to collect data within both qualitative and quantitative frameworks. In Phase 1, semi-structured interviews were analyzed to explore participants' responses, while Phase 2 assessed hypothesized relationships through a confirmatory technique with 462 respondents. The findings indicate that satisfaction and trust positively influence continued usage intention, with AR advertising effectiveness being enhanced when ARFA exceeds user expectations. Furthermore, hope is identified as a moderating variable that strengthens the relationship between satisfaction and continued usage intention. This study contributes to the literature on the emotional and cognitive drivers of ARFA usage and provides actionable insights for app developers to improve user experience, foster brand loyalty, and encourage frequent interactions with AR-based fashion technologies. Practically, developers should incorporate attributes that continually surpass expectations and tailor experiences to nurture satisfaction and trust. In addition, the incorporation of hope-inducing design elements, like future-oriented visuals or messages, can further bolster emotional investment and retention. It also suggests areas for future research, particularly regarding cultural, demographic, contextual, and ethical factors in the ARFA landscape.