Augmented Reality as an Interactive Learning and Communication Medium: Examining Learner Satisfaction and Loyalty in Educational Contexts

Yuana Iwan; Diyana Nur Norazman

doi:10.2991/978-94-6239-745-3_18

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Augmented Reality as an Interactive Learning and Communication Medium: Examining Learner Satisfaction and Loyalty in Educational Contexts

Authors

Yuana Iwan¹^{, *}, Diyana Nur Norazman²

¹Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Kota Kinabalu, Malaysia

²Faculty of Communication and Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia

^*Corresponding author. Email: tsyuana87@gmail.com

Corresponding Author

Yuana Iwan

Available Online 24 August 2026.

DOI: 10.2991/978-94-6239-745-3_18 How to use a DOI?
Keywords: Augmented Reality; Learner Satisfaction; Learner Loyalty; System Quality; Content Quality; Interactivity; PLS-SEM
Abstract: This study investigates the role of augmented reality (AR) as an interactive learning and communication medium in shaping learner satisfaction and loyalty in educational contexts. A cross-sectional survey of 384 young adult learners in Malaysia with prior AR learning experience was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that system quality and content quality significantly enhance learner satisfaction, while interactivity does not. Learner satisfaction strongly predicts loyalty and mediates the relationship between AR characteristics and loyalty. These results highlight the importance of technical reliability and high-quality content in sustaining learner engagement with AR applications and contribute empirical evidence to the post-adoption evaluation of educational technologies.
Copyright: © 2026 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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Volume Title: Proceedings of the International Conference on Research, Innovation, Sustainability, and Educations (IRISECON 2026)
Series: Atlantis Advances in Applied Sciences
Publication Date: 24 August 2026
ISBN: 978-94-6239-745-3
ISSN: 3091-4442
DOI: 10.2991/978-94-6239-745-3_18 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

Cite this article

ris enw bib

TY  - CONF
AU  - Yuana Iwan
AU  - Diyana Nur Norazman
PY  - 2026
DA  - 2026/08/24
TI  - Augmented Reality as an Interactive Learning and Communication Medium: Examining Learner Satisfaction and Loyalty in Educational Contexts
BT  - Proceedings of the International Conference on Research, Innovation, Sustainability, and Educations (IRISECON 2026)
PB  - Atlantis Press
SP  - 260
EP  - 276
SN  - 3091-4442
UR  - https://doi.org/10.2991/978-94-6239-745-3_18
DO  - 10.2991/978-94-6239-745-3_18
ID  - Iwan2026
ER  -

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