A configurational analysis of the causes of the discontinuance behavior of augmented reality (AR) apps in e-commerce

The discontinuance behavior of augmented reality (AR) apps is a significant challenge for enterprises providing long-term services. While AR technology has been widely used in e-commerce, most consumers are not prone to continue using AR apps after briefly experiencing them. The literature lacks a deep understanding of the antecedent conditions of the discontinuance behavior of AR apps in this context and is limited by inconsistent findings; thus, there is a need for an integrated theoretical framework. Based on the two-factor theoretical model, this research focused on six influencing factors from the perspectives of enablers, inhibitors, and individual factors to explore complex discontinuance behavior. In accordance with this theoretical objective, fuzzy-set qualitative comparative analysis (fsQCA), an emerging configuration analysis approach, was adopted. Data were collected from 285 consumers with AR experience on Jingdong, one of the largest e-commerce platforms in China. The fsQCA results revealed multiple configurations for the high and non-high discontinuance behavior of AR apps. Specifically, although system quality and technology anxiety play core roles, discontinuance behavior is also highly dependent on other factors. From these results, five (three) antecedent configurations leading to the high (non-high) discontinuance behavior of AR apps were derived. This research enriches the understanding of the complex, asymmetric, and equivalent causes of the discontinuance behavior of AR apps and provides novel insights that will enable management practitioners to take appropriate countermeasures.