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This study combines self-determination theory and the expectation-confirmation model to explore the factors that impact individuals’ decision to continue using products from augmented reality (AR)-based online fashion stores. Specifically, it investigates the impact of intrinsic motivation, perceived usefulness, confirmation of expectations, and satisfaction on users’ continuous engagement with virtual shopping stores. A mixed method approach was used: the first exploratory study (qualitative) involved 18 participants, and the second confirmatory study (quantitative) involved 427 respondents. Results showed that perceived usefulness had a non-significant association with usage continuance intention for products from AR-based online fashion stores. By highlighting factors that impact users’ long-term involvement with AR in online fashion retail, this study can significantly shape the future of e-commerce. It can potentially inform the decisions of designers and marketers, who in turn can improve user experiences and encourage continued engagement with AR-based fashion stores.
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