User Experience Satisfaction of Mobile-Based AR Advertising Applications

  • Shafaq IrshadEmail author
  • Dayang Rohaya Awang Rambli
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9429)


Over the last decade, producing a valuable User Experience (UX) has become an increasingly influential quality attribute and a business-critical asset in design of technology products and services. UX design considerations for Mobile Augmented Reality (MAR) in terms of end user satisfaction have not been well addressed in scientific research. In this paper, the authors investigate end users experience of MAR technology in advertisement domain. A pilot study based on the End User Computing Satisfaction Instrument (EUCSI) was used. Results show that content, format and ease of use of MAR applications aids in a positive UX satisfaction. On the other hand, timeliness and accuracy needs to be improved for enhancing the over UX satisfaction of end users. This study shows that MAR advertisement has an over all positive impact on users in terms of there satisfying experience.


Augmented reality Mobile augmented reality User satisfaction EUCSI Advertising Human computer interaction 



The authors would like to thank the participants for lending their precious time aiding in the success of the research. Furthermore the author would like to acknowledge the support of FRGS application no 72257-86867 for providing the research grant.


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of Computer and Information SciencesUniversiti Teknologi PetronasBandar Seri IskandarMalaysia

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