O Impacto do flow na experiência de realidade aumentada - flow e experiência em AR

Abstract

The ongoing research aims to understand the influence of the flow state (FLOW) on the manipulation
of augmented reality (AR) technology programs. Focusing on the impacts of interactivity and
engagement constructs on users' behavioral responses, the study highlights the central role of FLOW,
which, when present, keeps users immersed in the shopping experience. The research proposes that
variables such as clarity, need for touch, engagement, and interactivity act as antecedents to FLOW,
triggering behavioral responses. Using the Theory of Interactive Media Effects and the Flow Theory,
the research examines how these technological interactions affect user perception and behavior. The
methodology involves a quantitative study using a questionnaire applied after experimenting with
virtual glasses on the Ray-Ban Brazil website. Responses will be evaluated using a 7-point Likert
scale, allowing the analysis of correlations between variables. The ultimate goal is to validate or
refute the importance of clarity and the need for touch in developing AR applications that provide a
high FLOW state, optimizing user experience and behavioral responses.