The Effects of Augmented Reality on Digital Behavior Response in Millennials and Generation-Z: A Randomized Controlled Trial

Abstract

Demonstrate how millennial and Generation-Z mobile users change their digital behavior response over time upon exposure to digital nutrition information in augmented reality when compared to non-augmented reality contexts. Augmented Reality (AR) offers an innovative medium to promote healthy digital behavior response (DBR). This randomized controlled trial examines how millennial and Generation-Z mobile users change their DBR after 28 days upon exposure to neutral, correct, and corrected digital nutrition information in AR when compared with non-AR contexts. One hundred and forty-two participants were recruited via snowball sampling using social networking sites and randomly assigned to either the non-AR or AR groups. DBR was measured after each exposure as the average score of the behavior change theory model scale and the perceived persuasiveness scale at baseline (T1) and end line (T2 = T1+28 days). Participants were mostly millennials (87.3%), females (67.6%), educated (42.3% university graduates, 31.0% master’s degree), and geographically spread (28.2% Jordan, 26.8% Syria, and 21.1% United States). The mean WHO-5 Well-being Index scores were 54.56 + 17.59 at T1 and 54.54 + 18.90 at T2. The mean technology adoption propensity scores were 3.5958 + 0.52 at T1 and 3.6693 + 0.45 at T2. Paired t-tests were conducted to detect DBR changes over time between paired non-AR groups (n=63), and between paired AR groups (n=79), at T1 and T2. Results were significant for both groups at T1 and T2. The increase in DBR was greater within AR groups when compared with non-AR groups upon exposure to correct and corrected messages indicating that AR contexts are more influential than non-AR contexts in stimulating healthy DBR. Further research is needed to inspire message design for health behavior change in AR contexts.