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This study develops and validates a framework for evaluating mobile augmented reality advertising by analyzing user perceptions and behaviors.

June 1, 2026Sensors and Materials0 citationsOpen Access

Sensor-enabled Three-dimensional Presentation and Interaction Modeling for Mobile Augmented Reality Advertising: A Measurement and Structural Validation Approach

SLShanshan Li JAJuliana A. Abubakar CYCheng-Fu Yang

Key Points

This study develops and validates a framework for evaluating mobile augmented reality advertising by analyzing user perceptions and behaviors.
Administered a questionnaire with 28 items across seven constructs to 350 participants after a mobile AR task.
Examined relationships between 3D presentation quality, interaction quality, and user perceptions using structural equation modeling.
Validated measurement reliability and overall fit of the proposed framework.
3D presentation quality significantly enhances perceived informativeness (p<0.01).
Interaction quality improves perceived ease of use (p<0.01).
Perceived informativeness and immersion positively affect user attitude, which in turn increases usage intention.

Abstract

quality, perceived informativeness, immersion, attitude toward the advertisement, usage intention Mobile augmented reality (AR) advertising has emerged as a sensor-integrated application combining smartphone-based visual sensing, motion tracking, and interactive feedback to deliver immersive experiences.However, limited attention has been paid to how sensing-driven three-dimensional (3D) presentation and interaction jointly affect user perception and behavior from a measurement perspective.In this study, we aim to develop and validate a sensor-enabled structural evaluation framework for mobile AR advertising by examining the relationships among seven constructs: 3D presentation quality, interaction quality, perceived informativeness, immersion, perceived ease of use, attitude toward the advertisement, and usage intention.In this study, we propose a sensor-enabled structural evaluation framework linking 3D presentation and interaction qualities-derived from mobile sensing and rendering processes-to perceived informativeness, immersion, perceived ease of use, attitude, and usage intention.A questionnaire with 28 items across seven constructs was administered after a mobile AR task, yielding valid responses from 350 participants.The measurement model demonstrated satisfactory reliability, validity, and overall fit.Structural equation modeling results indicate that 3D presentation quality significantly enhances perceived informativeness, while interaction quality improves perceived ease of use.Perceived informativeness and immersion positively affect attitude, and both perceived ease of use and attitude increase usage intention.Mediation analysis further confirms that perceived informativeness, perceived ease of use, and attitude act as key transmission pathways.These findings suggest that the effectiveness of mobile AR advertising depends on not only technology deployment but also how sensor-generated information is transformed into clear and responsive user experiences.In this study, we contribute a validated framework linking sensing mechanisms, perceptual processes, and behavioral outcomes, and

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