Configurations of Enablers and Inhibitors for Discontinuance Behavior of Augmented Reality (Ar) Programs : A Fsqca Analysis in the E-Commerce Industry

With the rapid development of artificial intelligence, augmented reality (AR) technologies have been widely used in e-commerce. However, ordinary consumers are more likely to discontinue rather than sequentially use after experiencing AR programs, and the reasons are worth further exploring. This research chooses the AR program embedded in “Jingdong Mall”, using fuzzy-set qualitative comparative analysis (fsQCA) to analyze the joint effects of system quality, privacy threat, perceived enjoyment, perceived interactivity, technology anxiety, and personal innovativeness on discontinuance behavior of AR programs. Five (three) antecedent configurations of high (low) discontinuance behavior are obtained. The results show that the antecedents of discontinuance behavior of AR programs are complexity, equivalence, and asymmetry. This research helps to clarify the complex formation of discontinuance behavior of AR programs and facilitates the in-depth integration of AR technologies and e-commerce