International Journal of Interactive Mobile Technologies (iJIM) – eISSN: 1865-7923 – Vol 17 No 07 (2023) Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… Preliminary Emotional User Experience Model for Mobile Augmented Reality Application Design: A Kansei Engineering Approach https://doi.org/10.3991/ijim.v17i07.35201 Nik Azlina Nik Ahmad1(), Munaisyah Abdullah1, Anitawati Mohd Lokman2, Ahmad Iqbal Hakim Suhaimi2 1 Universiti Kuala Lumpur, Kuala Lumpur, Malaysia 2 Universiti Teknologi MARA, Shah Alam, Malaysia nikazlina@unikl.edu.my Abstract—The user experience, often known as UX, is the key factor in de- termining a product success and increase user’s acquisition. However, this field of research lacks conceptual and practical models to follow when designing per- vasive technologies such as mobile augmented reality (MAR). To convey a pleasant UX, it is necessary to identify the contributing factor and the compo- nents that influence the enhancement of the MAR design. The findings of the study indicated that emotions are the main factor that drives the user’s perception and hence, their choice and pleasure. This paper presents a preliminary model for designing an emotional UX mobile augmented reality application with the use of Kansei engineering approach. Ultimately, this model will provide insight into the design fundamentals that influence the user experiences. The outcomes of this study will assist researchers and designers in shaping the emotional user experi- ence design. Keywords—augmented reality, design model, emotional UX, Kansei Engineer- ing, user experience 1 Introduction User experience (UX) design is the practice of designing products with users in mind in order to provide meaningful, relevant, and engaging experiences to the intended us- ers. In today's rapidly evolving technological landscape, where a variety of application options exist, addressing the application’s usability alone is insufficient, as specified in ISO 9241-11 [1]. Consumer demands change throughout time, shifting from a simply functional to an emotionally satisfying level as time and technology evolve [2]. Simi- larly, [3] argued that application design should addresses the whole UX rather than the concept of usability alone. This is where the emotions come into play to provide pleas- urable experience when users interact with the applications and interfaces. Recent ad- vancements in immersive technology, such as mobile augmented reality (MAR), has 32 http://www.i-jim.org https://doi.org/10.3991/ijim.v17i07.35201 mailto:nikazlina@ Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… altered the way people interact with devices and information, hence provide new op- portunities for investigating how to design in immersive environments. MAR is an en- hanced reality where the user's actual environment is seamlessly incorporated into dig- ital contents through the superimposition of objects in an immersive environment, al- lowing better communication and engagement. However, the user may experience various design challenges while using such im- mersive technologies [4]–[6]. As it becomes more prevalent in real-world circum- stances, there is an increasing need to comprehend the nuances of MAR interface design to satisfy the augmented reality (AR) users [7]. To deliver a positive UX design, de- signers must address the user challenges by comprehending the factors and components of MAR design. Despite the increasing prevalence of this persuasive technology, how- ever there is a lack of conceptual and practical model to be followed when designing the MAR applications for UX. So what are the essential design components for design- ing an emotional UX MAR application? In order to provide a favourable UX and to increase the total depth of the UX for MAR, designers must grasp the design elements and end-user emotional needs. To sat- isfy the user is to please them because user satisfaction is strongly influenced by their emotions and pleasurable experiences [8]–[10]. But how to conceptualize the user’s emotions into product design? Kansei Engineering (KE) is the option. In emotional design research, there is a user-oriented technique known as KE that is able to tackle the human affect by translating their emotions into design elements [11]. For that pur- pose, this study proposes an initial model that highlight the essential component of MAR emotional UX design with the incorporation of KE. This work emphasis the needs of emotional UX model that helps the designers to design for experience rather than focusing on the usability alone. The model was developed based on literatures and preliminary findings. The findings suggested several key components of UX and MAR. This model is intended to provide guidelines on how to design AR applications for mobile devices such as smartphones or tablets. This study is motivated by the advanced technological research and trends in UX and AR. Since the past literatures demonstrated that UX is a phenomenon that contrib- utes to the success of digital products [8], [12], [13], therefore investigating the poten- tial of emotional UX in the field of AR technology is warranted. 2 Related works 2.1 Emotional user experience Emotions have a tremendous impact on user experience (UX). The term "emotional UX", which has gained a lot of attention these days, implies the emotions or feelings that users experience or go through when they use a product [14], which may be im- pacted by the design of that product [4], [5], [15]. During the past two decades, there has been a dramatic increase in discussion on the significance of emotions in the design field. Thus, emotional design emerged as the effort to promote positive emotions [8]. In product design, emotional design is an approach that leverages human feelings to iJIM ‒ Vol. 17, No. 07, 2023 33 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… create products that make people happy and make them feel a part of it, resulting in a positive user experience [9]. Emotional design is intended to deliberately elicits an emotional reaction from its users. Human emotions are driven by various factors such as products or things, environ- ment, circumstances, and places. In the context of design, certain design choices could allow users to form certain emotional connections, hence altering their level of satis- faction. Once this connection is established, the feeling may be repeatedly elicited, forging a solid and enduring relationship between users and the product over time. In this regard, the design decisions of a product are crucial as it will affect the intended user's response and perception. In his book, [16] has argued that most of today’s design are missing the pleasurable component, as shown at the apex of the pyramid in Figure 1. According to [16], besides paying attention to the system’s functionally, reliability, and usability, the system must also fulfill the pleasurable aspect to win the users, which in his opinion is to foster pleasurable emotions. Pleasurable aspect, as part of emotional element has been shown to positively correlate with human perception and attention, making its inclusion in system design crucial [16]–[18]. This is also supported by [10], [19], who assert that designing is more than just creating something that adheres to usability principles; it must also connect with the audience and have an emotional impact. Fig. 1. The needs for pleasurable design [16] 2.2 Importance of emotions in user experience According to [20], products that are designed based on user's emotional needs may have a significant impact on the overall user experience since emotions consciously and subconsciously influence decision making and interests. There are two main types of emotional response which are positive and negative [9]. Positive emotions will certainly promote good experience while negative emotions will lead to poor experience. Nega- tive experiences induce negative perceptions against the product, which impact how people perceive and accept it, resulting in product avoidance. If the product design does not meet the user requirements, they will not stay and will search for alternatives. A 34 http://www.i-jim.org Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… number of studies have shown the significance of emotions as factor of product success [21], increase product adoption [22], [23], and enhance customer satisfaction [8]. Emo- tion is fundamental to human experience [24]. People's reactions to things are often expressed via emotions, either positively or negatively, which makes the emotional de- sign research important. Overall, offering a favorable and engaging UX has become a key objective in the design of interactive systems, because according to [8], [22], [25], positive emotion enhances interaction and perception. Thus, the goal of emotional de- sign is to shift away from concentrating just on usability or functionality but towards designing an experience that exceed the user's expectations. 2.3 Emotional UX and mobile augmented reality MAR is a palm-based experience that allow users to effortlessly explore the virtual world of technology by following the on-screen cues and instructions. MAR is designed to mirror the real world by seamlessly blend digital information with the physical sur- rounding [26]. MAR technology has the ability to provide users with immediate re- sponses coupled with on the go contents that stimulate interaction, thus enhancing their user experience (UX). The augmented reality is an experience where designers en- hance parts of users' physical world with computer-generated input [7]. AR has im- pacted people’s activities around the globe, as a result of its widespread implementation in various sectors such as education [27], [28], healthcare [29], [30], transportation [31], [32], retail [33], [34], and entertainment [35], [36]. It has been observed in the study [34] that with the use of AR, customers can evaluate products better and studies by [27], [29] reported that AR has improved student understanding and facilitated the learning activities. As discussed by scholars, AR most important characteristics are presence, immedi- acy, and immersive [37], [38], where presence refers to the feeling of being present in the virtual world, while immediacy refers to receiving immediate response as a result of interacting with an AR application, and immersive is where the digital contents are presented on top of the real world. These three important AR features aid users to com- prehend information presented on the MAR user interface (UI) while interacting with the MAR applications, making the process of interaction flow naturally, which accord- ingly improves their experience. However, what are the design components of MAR applications? To ensure the success and acceptability of MAR apps, user research should be car- ried out as part of the design process. This will contribute to a better comprehension of user and design requirements and assist designers in determining the best design di- mensions. Humans, as the ones who interface with screens are constantly governed by their emotions, which dictate their choice to continue or discontinue using a product. Thus, improving the user’s emotional experience is crucial for increasing app engage- ment and user retention. In line with this, it is essential to consider the user's emotions when designing MAR applications so as to enhance their whole experience. Therefore, a specific model that focus on the design of MAR emotional UX is needed to form a baseline and serve as a guideline for designing the emotional UX MAR applications in iJIM ‒ Vol. 17, No. 07, 2023 35 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… order to investigate how the design elements may influence the users' emotions, thereby enhancing their satisfaction and pleasurable experience. Table 1 presents the current AR models that cater to AR application design, satis- faction, or user experience. However, none of the models addressed the relationship between user emotion and AR design elements. Despite the fact that a model presented by [26] focused on UX, the model was intended only for overall AR system develop- ment, comparable to a model presented by [41]. While there are models that concen- trated on user engagement, the model proposed by [42] emphasized on identifying the game elements that foster user engagement, while [39] focused solely on the engage- ment factors for hearing impact users. Other UX models were merely concerned on user acceptance and adoption [33], [40]. After all, UX model that address the relation- ship between AR design elements and the users’ emotion are non-existent, and needs further research [34], [43]. For this reason, it's important to explore the user’s emotions, and investigate how they are influenced by MAR design elements in order to design a pleasant user experience. Table 1. Existing Augmented Reality Models Model Context Aspects Discussed Research Focus Source Model for AR application design and development for user experi- ence Design and Implementation of UX model for AR Systems Overall MAR sys- tem development [26] Conceptual model of MAR for hearing impaired museum visitors’ engagement Design and development of AR ap- plication that focus on museum visi- tor’s engagement. Focus on the engage- ment types [39] Conceptual model for AR adop- tion in retail industry Factors Affecting AR adoption in retail industry Identifying factors of adoption [33] Conceptual model for AR user ac- ceptance Encourage user experience, satisfac- tion and willingness in E-commerce purchase through AR Acceptance model [40] Conceptual model for AR applica- tion development with enjoyable aspect MAR for cultural heritage towards enjoyable informal learning MAR development (hardware, software) [41] Conceptual model for user en- gagement in MAR games MAR games user engagement Focus on games ele- ment [42] 2.4 Kansei Engineering and emotional design Emotions affected by the user’s emotional states, personality, situational or contex- tual factors [44], [45]. Consequently, emotional design for a particular context will elicit associated feelings that flow naturally across the user experience. In order to com- prehend how emotions influence digital products, designing for emotions requires a contextual analysis, which entails assessing the emotions in a specific context of use. In emotional design field, Kansei Engineering (KE), a Japanese-origin term, has been recognized as a technique that able to elicit the user’s emotions and transform them into product design [46]. Kansei, a synonym for emotion, its method begins with determin- ing what emotions customers experience and how to address their requirements. KE 36 http://www.i-jim.org Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… has been applied in various industrial domains such as Mazda, Sharp and Wacoal [47], as well as in computing domains for user interface design strategy through emotion discovery [48]. By employing KE to anticipate users’ responses, product designers may produce designs that are more closely aligned with users' expectations, enhancing their emotional experiences. 3 Methodology This study involves three subsequent steps, adapted from [49]. The steps as illus- trated in Table 2 was carried out in order to achieve the objective of developing an emotional user experience model for mobile augmented reality application design. The literature survey included a review of numerous issues associated with user experience, augmented reality, emotions, and Kansei Engineering in order to determine the most prominent components of emotional user experience design. It is then followed by the formation of relationships among those components in order to construct a model, as summarized in Table 2 and further described below. Table 2. The Model Development Steps Step Activity Objective 1 Review of literature Model Development 2 Identify essential components of the research 3 Determine relationship among the components 3.1 Step 1 – Review of literature The first step involved searching for relevant literatures through seven electronic databases which are ScienceDirect, IEEEXplore, ACM Digital Library, SpringerLink, Emerald Insight, Taylor and Francis, and Scopus. The online databases were selected from the list of online databases subscribed by the university library and accessible to the researchers. The articles published in academic journals and international confer- ences by these seven databases are recognized as reliable and worthy for discussion. In this step, the authors thoroughly screen and review the articles collected from the men- tioned databases for content eligibility. Articles were selected for inclusion based on their relevance to the research topic, with consideration given to publications that ad- dressed the context of affect, kansei, or emotion, emotional design, user experience, emotional user experience, augmented reality, and mobile augmented reality. 3.2 Step 2 – Identify essential components of the research This step involved of a comprehensive review of the selected publications as identi- fied in Step 1 in order to determine the key components that are pertinent to this study. The literature review involved an in-depth investigation of the topic around UX and iJIM ‒ Vol. 17, No. 07, 2023 37 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… AR and debates revolving around the value of emotions in UX, UX in mobile applica- tions, UX elements, UX in the context of MAR, MAR types, MAR elements, as well as emotional research linked to Kansei Engineering. The findings of this step are dis- cussed in Section IV. 3.3 Step 3 – Determine relationship among the components From Step 1 and 2, it is learned that emotion plays a vital role in determining the human pleasurable experience [16], [17], [19], [50]. It is also learned that, when done well, emotional design may elicit emotions that will drive people to respond positively. However, it is necessary to identify what kind of design will elicit positive emotions? Therefore, each design component, as identified in step 2, needs to be associated with emotion to discover how it will influence the user’s emotion. Since each design com- ponent will elicit distinct emotional response [51], it is vital to analyze the correlation between AR design components and user emotions in order to determine the design cues that are suitable for each component which might contribute to a positive emotion. Therefore, the emotion-design relationship must be formed. Each relation serves as a basis for measuring the strength of the correlation and assessing its significance, which can be achieved with the use of the Kansei Engineering method. Having these relation- ships among the components resulted in the formation of a model as presented in Figure 2 under Section IV. This step also involve validation from five experts (AR, UI/UX design, and mobile app design experts) as detailed in [52]. This step is important not only for establishing the correlation dependencies, but also for imposing the boundaries of the research context [49]. 4 Findings and discussion Based on the research conducted, five key components pertinent to the scope of the investigation were identified by the study's findings, three of which are the design com- ponents known as user interface (UI) design, interaction design, and content design, which are to be designed within a particular AR system context in order to determine their influence on the user’s emotional experience. The summary of the findings of this study is presented in Table 3. 38 http://www.i-jim.org Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… Table 3. The Key Components of Mobile Augmented Reality for User Experiences Model Components Definitions Augmented Real- ity User Experience User interface UI refers to the area of the screen devoted to facilitate the user's activities with the system, such as viewing, accessing, and manipulat- ing the contents presented on the interface. [7], [53], [54] [20], [55]–[57] Interaction Real-time feedback resulting from MAR ac-tivity that fosters engagement. [5], [25], [43] [58]–[60] Content Virtual content design to provide under- standing of the immersive environment and to support engagement or activities [26], [61], [62] - Context The environment in which AR technology being designed will function or be incorpo- rated. [63]–[66] - Emotions The feelings or perspectives of an individual that are formed by their personal experi- ences. - [1], [17], [67], [68] Based on the findings of the literature, a preliminary model to guide the design of emotional user experience of AR-based mobile applications was developed, namely ARMAD, a short for Augmented Reality Mobile Application Design; a model for de- signing a mobile augmented reality application incorporating emotions for positive user experience. The model comprises of five components, as discussed above; UI design, interaction design, content design, as well as context and emotion. This model suggests that MAR should be designed within a specific AR context, with the incorporation of all the proposed design components; UI design, interaction design, and content design, in order to elicit the pleasurable emotional user experience. Fig. 2. Augmented Reality Mobile Application Design (ARMAD) Model For better understanding, the findings of this study also proposed the design funda- mental pertaining to the AR context for each proposed component in the ARMAD model above, as outlined in Table 4. iJIM ‒ Vol. 17, No. 07, 2023 39 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… Table 4. The Design Elements Fundamentals of MAR MAR Components AR Context Design Fundamentals User Interface Design Presence - Suitable visual cues to support the feeling of being pres- ence in the virtual world - Interface-environment harmony and compatibility Interaction Design Immediacy - Rich and lively interaction to support the immediate feedback when interacting with the system Content Design Immersion - The structure and organization of virtual information and comprehensibility to facilitate understanding while in an immersive environment This emotional research on user experience is important given that humans prefer to reflect on their experiences. The Kansei, which is represented in the model by the "emo- tion" component, involves eliciting the users' emotions via their engagement with MAR sample products, then conceptualizing those emotions before determining the ideal de- sign solutions for the actual MAR applications. Therefore, it can be concluded that, complementing emotion in UX and MAR design has path towards pleasurable design. This model will serve as a guideline for practitioners and researchers in shaping the way to design for user experience. 5 Conclusions and future work This paper proposed a preliminary model for designing an emotional user experience of mobile augmented reality application. The findings indicated that, aside from emo- tion, four other components have been identified as key components to form the model which are UI, interaction, content, and context. By incorporating contextually relevant kansei / emotions into the MAR design, this model is expected to provide users with pleasurable experiences in the mobile application context. Undoubtedly, user research is very important in the design process, and one approach to do it is by comprehending their affect or emotions, as suggested by the model. This research contributes to a new understanding of the potential use of kansei / emotions in defining design elements towards enhancing the user experience of AR mobile applications. Understanding user’s emotions are crucial as they influence the user’s acceptance, pleasure and most importantly, set a baseline on how to design for pleasurable UX. In future, based on this preliminary model, MAR prototype will be developed by incorporating the design components and guidelines as proposed in the model. The key objective of the research is to design an emotional MAR that cater to human emotions in order to improve their experience. Therefore, the user-centered approach using KE will be incorporated since human factors play an important role in designing. In terms of the research design, the self-reporting quantitative approach will be employed. Re- sults from the study design will be used to validate the initial model, which entailed user assessment using semantic differential scale on a variety of prototype specimens, in order to establish the design cues for each individual component. 40 http://www.i-jim.org Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… 6 References [1] ISO 9241-11, ISO 9241-11:2018 (en) Ergonomics of human-system interaction — Part 11: Usability: Definitions and concepts., Part 11. International Organization for Standardization (ISO), 2018. [2] Ahmad, N. A. N. and Hasni, N. S. (2021). ISO 9241-11 and SUS measurement for usability assessment of dropshipping sales management application, in ACM International Conference Proceeding Series. 10th International Conference on Software and Computer Applications (ICSCA 2021), pp. 70–74. https://doi.org/10.1145/3457784.3457794 [3] Norman, D. and Nielsen, J. (2017). The Definition of User Experience (UX), Nielsen Norman Group. World Leaders in Research-Based User Experience, 2017. https://www. nngroup.com/articles/definition-user-experience/ [4] Stobiecki, P. (2018). Augmented reality –challenges and threats, Ekon. Probl. Usług, vol. 131, pp. 197–205. https://doi.org/10.18276/epu.2018.131/2-19 [5] Marques, D. and Costello, R. (2018). Concerns and Challenges Developing Mobile Augmented Reality Experiences for Museum Exhibitions, Museum Journal. Wiley Online Libr., vol. 61, no. 4, 541–558, 2018. https://doi.org/10.1111/cura.12279 [6] Papadakis, S. (2022). Apps to Promote Computational Thinking and Coding Skills to Young Age Children: A Pedagogical Challenge for the 21st Century Learners, Educ. Proccess Int. J., vol. 11, no. 1, pp. 7–13, 2022. https://doi.org/10.22521/edupij.2022.111.1 [7] Van de Broek, P. J., Onime, C., Uhomobhi, J. O. and Santachiara, M. (2022). Evolution of User Interface and User Experience in Mobile Augmented and Virtual Reality Applications, Intech Open. https://doi.org/10.5772/intechopen.103166 [8] Nyagadza, B., Mazuruse, G., Muposhi, Chuchu, A. T., Makoni, T. and Kusotera, B. (2022). Emotions’ influence on customers’ e-banking satisfaction evaluation in e-service failure and e-service recovery circumstances, Soc. Sci. Humanit. Open, vol. 6, no. 1, p. 100292, 2022. https://doi.org/10.1016/j.ssaho.2022.100292 [9] Yoon, J. K., Pohlmeyer, A. E., Desmet, P. M. A. and Kim, C. (2021). Designing for Positive Emotions: Issues and Emerging Research Directions, Des. Journal. An Int. J. All Asp. Des., vol. 24, no. 2, 2021. https://doi.org/10.1080/14606925.2020.1845434 [10] Zourmpakis, A. I., Papadakis, S. and Kalogiannakis, M. (2022). Education of preschool and elementary teachers on the use of adaptive gamification in science education, Int. J. Technol. Enhanc. Learn., vol. 14, no. 1, pp. 1–16. https://doi.org/10.1504/IJTEL.2022.120556 [11] Nagamachi, M. and Lokman, A. M. (2011). Innovations of Kansei Engineering. CRC Press, 2011. [12] Guerino, G. C. and Valentim, N. M. C. (2020). Usability and user experience evaluation of natural user interfaces: a systematic mapping study, IET Softw., vol. 14, no. 5, pp. 451–467. https://doi.org/10.1049/iet-sen.2020.0051 [13] Sauer, J., Sonderegger, A. and Schmutz, S. (2020). Usability, user experience and accessibility: towards an integrative model, Ergonomics, vol. 63, no. 10, pp. 1207–1220, 2020. https://doi.org/10.1080/00140139.2020.1774080 [14] Ansari, S. G. (2020). Toward Automated Assessment of User Experience in Extended Reality, Proc. - 2020 IEEE 13th Int. Conf. Softw. Testing, Verif. Validation, ICST 2020, pp. 430–432, 2020. https://doi.org/10.1109/ICST46399.2020.00056 [15] Baker, E. J., Aida, J., Bakar, A. and Zulkifli, A. N. (2018). Engagement Elements for Mobile Augmented Reality Application, Int. J. Eng. Technol., vol. 7, no. 3.20, pp. 800–805, 2018. [16] Walter, A. (2011). Designing for Emotion, First. Eyrolles, 2011. iJIM ‒ Vol. 17, No. 07, 2023 41 https://doi.org/10.1145/3457784.3457794 https://www.nngroup.com/articles/definition-user-experience/ https://www.nngroup.com/articles/definition-user-experience/ https://doi.org/10.18276/epu.2018.131/2-19 https://doi.org/10.1111/cura.12279 https://doi.org/10.22521/edupij.2022.111.1 https://doi.org/10.5772/intechopen.103166 https://doi.org/10.1016/j.ssaho.2022.100292 https://doi.org/10.1080/14606925.2020.1845434 https://doi.org/10.1504/IJTEL.2022.120556 https://doi.org/10.1049/iet-sen.2020.0051 https://doi.org/10.1080/00140139.2020.1774080 https://doi.org/10.1109/ICST46399.2020.00056 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… [17] Triberti, S., Chirico, A., La Rocca, G. and Riva, G. (2017). Developing emotional design: Emotions as cognitive processes and their role in the design of interactive technologies, Front. Psychol., vol. 8, no. OCT, p. 1773, 2017. https://doi.org/10.3389/fpsyg.2017.01773 [18] Yoon, J. K., Pohlmeyer, A. E., Desmet, P. M. A. and Kim, C. (2021). Designing for Positive Emotions: Issues and Emerging Research Directions, Des. J., vol. 24, no. 2, pp. 167–187, 2021. https://doi.org/10.1080/14606925.2020.1845434 [19] Meyer, M. W. and Norman, D. (2020). Changing Design Education for the 21st Century, She Ji, vol. 6, no. 1, pp. 13–49, 2020. https://doi.org/10.1016/j.sheji.2019.12.002 [20] Norman, D. A., Diego, S. and Ortony, A. (2020). Designers and Users: Two Perspectives on Emotion and Design, Theor. Pract. Interact. Des., no. May, pp. 125–138, 2020. https://doi.org/10.1201/9781482269536-15 [21] Bettiga, D. and Lamberti, L. (2018). Exploring the role of anticipated emotions in product adoption and usage, J. Consum. Mark., vol. 35, no. 3, pp. 300–316, 2018. https://doi.org/ 10.1108/JCM-06-2016-1860 [22] Verkijika, S. F. (2019). An affective response model for understanding the acceptance of mobile payment systems, Electron. Commer. Res. Appl., vol. 39, p. 100905, 2020. https://doi.org/10.1016/j.elerap.2019.100905 [23] Kalogiannakis, M. and Papadakis, S. (2022). Preparing Greek Pre-service Kindergarten Teachers to Promote Creativity: Opportunities Using Scratch and Makey Makey, in Children’s Creative Inquiry in STEM, 2022, vol. 25, pp. 347–364. https://doi.org/10.1007/ 978-3-030-94724-8_20 [24] Wei, Y., Tong, W. and Sun, X. (2017). Study on Students’ Emotion based on Kansei Engineering in E-Learning, vol. 76, no. Emim, 2017. https://doi.org/10.2991/emim-17. 2017.210 [25] Papadopoulos, T., Evangelidis, K., Kaskalis, T. H., Evangelidis, G. and Sylaiou, S. (2021). Interactions in augmented and mixed reality: An overview, Appl. Sci., vol. 11, no. 18, 2021. https://doi.org/10.3390/app11188752 [26] Irshad, S., Rambli, D. R. A. and Sulaiman, S. (2020). Design and implementation of user experience model for augmented reality systems, ACM Int. Conf. Proceeding Ser., no. November, pp. 48–57, 2020. https://doi.org/10.1145/3428690.3429169 [27] Sousa, A. M. and Romão, T. (2021). Encouraging Chemistry Learning Through an Augmented Reality Magic Game, in Human-Computer Interaction – INTERACT 2021: 18th IFIP TC 13 International Conference, 2021, vol. III, pp. 12–21. https://doi.org/10.1007/978- 3-030-85613-7_2 [28] Avila-Garzon, C., Bacca-Acosta, J., Kinshuk, Duarte, J. and Betancourt, J. (2021). An overview of twenty-five years of augmented reality in education, Multimodal Technol. Interact., vol. 13, no. 3, p. ep302, 2021. https://doi.org/10.30935/cedtech/10865 [29] Moro, C., Phelps, C., Redmond, P. and Stromberga, Z. (2020). HoloLens and mobile augmented reality in medical and health science education: A randomised controlled trial, Br. J. Educ. Technol., vol. 52, no. 2, pp. 680–694, 2020. https://doi.org/10.1111/bjet.13049 [30] Tsao, Y. C., Shu, C. C. and Lan, T. S. (2019). Development of a reminiscence therapy system for the elderly using the integration of virtual reality and augmented reality, Sustain., vol. 11, no. 17, pp. 1–10, 2019. https://doi.org/10.3390/su11174792 [31] Yashina, M. V., Mokhov, A. I., Belova, M. A., Kostsov, A. V. and Pospelov, P. I. (2020). On-board video-evaluation algorithm of transverse safety clearance for ahead road-vehicle,” International Journal of Interactive Mobile Technologies, vol. 14, no. 10, pp. 128–138. https://doi.org/10.3991/ijim.v14i10.14619 [32] Titov, W., Keller, C. and Schlegel, T. (2021). Augmented Reality Passenger Information on Mobile Public Displays – an Iterative Evaluation Approach, in International Conference on 42 http://www.i-jim.org https://doi.org/10.3389/fpsyg.2017.01773 https://doi.org/10.1080/14606925.2020.1845434 https://doi.org/10.1016/j.sheji.2019.12.002 https://doi.org/10.1201/9781482269536-15 https://doi.org/10.1108/JCM-06-2016-1860 https://doi.org/10.1108/JCM-06-2016-1860 https://doi.org/10.1016/j.elerap.2019.100905 https://doi.org/10.1007/978-3-030-94724-8_20 https://doi.org/10.1007/978-3-030-94724-8_20 https://doi.org/10.2991/emim-17.2017.210 https://doi.org/10.2991/emim-17.2017.210 https://doi.org/10.3390/app11188752 https://doi.org/10.1145/3428690.3429169 https://doi.org/10.1007/978-3-030-85613-7_2 https://doi.org/10.1007/978-3-030-85613-7_2 https://doi.org/10.30935/cedtech/10865 https://doi.org/10.1111/bjet.13049 https://doi.org/10.3390/su11174792 https://doi.org/10.3991/ijim.v14i10.14619 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… Human-Computer Interaction. HCII 2021: HCI in Mobility, Transport, and Automotive Systems, 2021, vol. 12791, pp. 126–143. https://doi.org/10.1007/978-3-030-78358-7_8 [33] Alam, S. S., Susmit, S., Lin, C. Y., Masukujjaman, M. and Ho, Y. H. (2021). Factors affecting augmented reality adoption in the retail industry, J. Open Innov. Technol. Mark. Complex., vol. 7, no. 2. https://doi.org/10.3390/joitmc7020142 [34] Stumpp, S., Knopf, T. and Michelis, D. (2019). User experience design with augmented reality (AR), Proc. Eur. Conf. Innov. Entrep. ECIE, vol. 2, no. December, pp. 1032–1040, 2019. http://dx.doi.org/10.34190/ECIE.19.019 [35] Abdullah, F., Abd. Jamil, A. and Abdul Razak, M. R. (2021). Discussion of the AR Design Principles for Mobile Augmented Reality Games, Int. J. Acad. Res. Bus. Soc. Sci., vol. 11, no. 8, pp. 375–380. https://doi.org/10.6007/IJARBSS/v11-i8/10738 [36] Han, K., Park, K., Choi, K.-H. and Lee, J. (2021). Mobile Augmented Reality Serious Game for Improving Old Adults’ Working Memory, Applied Science, vol. 11, no. 7, p. 7843, 2021. https://doi.org/10.3390/app11177843 [37] Koutromanos, G., Mavromatidou, E., Tripoulas, C. and Georgiadis, G. (2020). Exploring the Educational Affordances of Augmented Reality for Pupils with Moderate Learning Difficulties, in 9th International Conference on Software Development and Technologies for Enhancing Accessibility and Fighting Info-exclusion, 2020, pp. 203–207. https://doi.org/ 10.1145/3439231.3439250 [38] Bilous, V. V., Proshkin, V. V. and Lytvyn, O. S. (2020). Development of AR-applications as a promising area of research for students, CEUR Workshop Proc., vol. 2731, pp. 205– 216. https://doi.org/10.31812/123456789/4409 [39] Baker, E. J., Abu Bakar, J. A. and Zulkifli, A. N. (2020). A Conceptual Model of Mobile Augmented Reality for Hearing Impaired Museum Visitors’ Engagement, Int. J. Interact. Mob. Technol., vol. 14, no. 17, pp. 79–96, 2020. https://doi.org/10.3991/ijim.v14i17.16649 [40] Junsawang, S. and Chaveesuk, S. (2019). User experience of augmented reality to encourage user satisfaction and willingness in e-commerce: A conceptual framework, Proc. 2019 9th Int. Work. Comput. Sci. Eng. WCSE 2019, vol. 090, pp. 611–616. https://doi.org/10.18178/ wcse.2019.06.090 [41] Chandini Pendit, U., Zaibon, S. B. and Abu Bakar, J. A. (2015). Conceptual model of mobile augmented reality for cultural heritage site towards enjoyable informal learning aspect,” J. Teknol., vol. 77, no. 29, pp. 123–129. https://doi.org/10.11113/jt.v77.6847 [42] Permadi, D. and Rafi, A. (2015). Developing a conceptual model of user engagement for mobile-based augmented reality games, J. Teknol., vol. 77, no. 29, pp. 9–13. https://doi.org/ 10.11113/jt.v77.6804 [43] Krauß, V., Jasche, F., Saßmannshausen, S. M., Ludwig, T. and Boden, A. (2021). Research and Practice Recommendations for Mixed Reality Design– Different Perspectives from the Community, in VRST 2021 : Virtual Reality Software and Technology, 2021, pp. 8–10. https://doi.org/10.1145/3489849.3489876 [44] Wilms, R., Lanwehr, R. and Kastenmüller, A. (2020). Emotion Regulation in Everyday Life: The Role of Goals and Situational Factors, Front. Psychol., vol. 11, no. 2020, p. 877, 2020. https://doi.org/10.3389/fpsyg.2020.00877 [45] Vaidya, G. and Kalita, P. C. (2021). Understanding Emotions and their Role in the Design of Products: An Integrative Review, Arch. Des. Res., vol. 34, no. 3, pp. 5–21. https://doi.org/ 10.15187/adr.2021.08.34.3.5 [46] Bidin, S. A., Mohd Lokman, A. and Wan Mohd Isa, W. A. R. (2021). A Development of Kansei Words for Robotic Therapy and the Elderly, Environ. Proc. J., vol. 6, no. SI5, pp. 63–67, 2021. https://doi.org/10.21834/ebpj.v6iSI5.2930 iJIM ‒ Vol. 17, No. 07, 2023 43 https://doi.org/10.1007/978-3-030-78358-7_8 https://doi.org/10.3390/joitmc7020142 http://dx.doi.org/10.34190/ECIE.19.019 https://doi.org/10.6007/IJARBSS/v11-i8/10738 https://doi.org/10.3390/app11177843 https://doi.org/10.1145/3439231.3439250 https://doi.org/10.1145/3439231.3439250 https://doi.org/10.31812/123456789/4409 https://doi.org/10.3991/ijim.v14i17.16649 https://doi.org/10.18178/wcse.2019.06.090 https://doi.org/10.18178/wcse.2019.06.090 https://doi.org/10.11113/jt.v77.6847 https://doi.org/10.11113/jt.v77.6804 https://doi.org/10.11113/jt.v77.6804 https://doi.org/10.1145/3489849.3489876 https://doi.org/10.3389/fpsyg.2020.00877 https://doi.org/10.15187/adr.2021.08.34.3.5 https://doi.org/10.15187/adr.2021.08.34.3.5 https://doi.org/10.21834/ebpj.v6iSI5.2930 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… [47] Nagamachi, M. (2018). Successful Points of Kansei Product, in 7th International Conference on Kansei Engineering and Emotion research 2018 (KEER 2018), 2018, pp. 177–187. [48] Lokman, A. M., Ismail, N. N. N. N. and Hadiana, A. (2020). Kansei Engineering in Malaysia and Indonesia: A Systematic Literature Review, vol. 1256 AISC. Springer Singapore. https://doi.org/10.1007/978-981-15-7801-4_12 [49] Pace, D. K. (2000). Ideas about simulation conceptual model development, Johns Hopkins APL Tech. Dig. Applied Phys. Lab., vol. 21, no. 3, pp. 327–336. [50] Spillers, F. (2004). Emotion as a Cognitive Artifact and the Design Implications for Products That are Perceived As Pleasurable, vol. 1. [51] Li, J., Luo, C., Zhang, Q. and Shadiev, R. (2020). Can emotional design really evoke emotion in multimedia learning?, International Journal Educational Technology. High. Educ., vol. 17, no. 24, 2020. https://doi.org/10.1186/s41239-020-00198-y [52] Ahmad, N. A. N., Suhaimi, A. I. H. and Lokman, A. M. (2022). Conceptual Model of Augmented Reality Mobile Application Design (ARMAD) to Enhance User Experience : An Expert Review, Int. J. Adv. Comput. Sci. Appl., vol. 13, no. 10, pp. 574–582. https://doi.org/10.14569/IJACSA.2022.0131067 [53] Cao, J., Lam, K.-Y., Lee, L.-H., Liu, X., Hui, P. and Su, X. (2021). Mobile Augmented Reality: User Interfaces, Frameworks, and Intelligence,” no. 111, 2021, [Online]. Available: http://arxiv.org/abs/2106.08710 [54] Ejaz, A., Ali, S. A., Ejaz, M. Y. and Siddiqui, F. A. (2019). Graphic user interface design principles for designing Augmented Reality applications, Int. J. Adv. Comput. Sci. Appl., vol. 10, no. 2, pp. 209–216, 2019. https://doi.org/10.14569/IJACSA.2019.0100228 [55] Pratama, M. A. T. and Cahyadi, A. T. (2020). Effect of User Interface and User Experience on Application Sales, IOP Conf. Ser. Mater. Sci. Eng., vol. 879, p. 879 012133. https://doi.org/10.1088/1757-899X/879/1/012133 [56] Sharma, V. and Tiwari, A. K. (2021). A Study on User Interface and User Experience Designs and its Tools, World J. Res. Rev., vol. 12, no. 6, pp. 41–44. [57] Joo, H. (2017). A Study on Understanding of UI and UX, and Understanding of Design According to User Interface Change, Int. J. Appl. Eng. Res., vol. 12, no. 20, pp. 9931–9935, 2017. [58] Norman, D. A. (2014). Attractive Things Work Better, Interaction. ACM Maazine, no. 5. https://doi.org/10.1145/543434.543435 [59] Zarour, M. and Alharbi, M. (2017). User experience framework that combines aspects, dimensions, and measurement methods, Cogent Engineering, vol. 4, no. 1, 2017. https://doi.org/10.1080/23311916.2017.1421006 [60] Berni, A. and Borgianni, Y. (2021). From the definition of user experience to a framework to classify its applications in design, Proc. Des. Soc., vol. 1, no. August, pp. 1627–1636, 2021. https://doi.org/10.1017/pds.2021.424 [61] Chang, K.-H. and Seder, T. (2022). Automotive Augmented Reality: User Experience and Enabling Technology, Inf. Disp. Front. Technol., vol. 38, no. 1, pp. 12–18. https://doi.org/ 10.1002/msid.1272 [62] Liao, T. (2019). Future directions for mobile augmented reality research: Understanding relationships between augmented reality users, nonusers, content, devices, and industry, Mob. Media Commun., vol. 7, no. 1, pp. 131–149. https://doi.org/10.1177/20501579187– 92438 [63] Grubert, J., Langlotz, T., Zollmann, S. and Regenbrecht, H. (2017). Towards pervasive augmented reality: Context-awareness in augmented reality,” IEEE Trans. Vis. Comput. Graph., vol. 23, no. 6, pp. 1706–1724, 2017. https://doi.org/10.1109/TVCG.2016.2543720 44 http://www.i-jim.org https://doi.org/10.1007/978-981-15-7801-4_12 https://doi.org/10.1186/s41239-020-00198-y https://doi.org/10.14569/IJACSA.2022.0131067 http://arxiv.org/abs/2106.08710 https://doi.org/10.14569/IJACSA.2019.0100228 https://doi.org/10.1088/1757-899X/879/1/012133 https://doi.org/10.1145/543434.543435 https://doi.org/10.1080/23311916.2017.1421006 https://doi.org/10.1017/pds.2021.424 https://doi.org/10.1002/msid.1272 https://doi.org/10.1002/msid.1272 https://doi.org/10.1177/20501579187%E2%80%9392438 https://doi.org/10.1177/20501579187%E2%80%9392438 https://doi.org/10.1109/TVCG.2016.2543720 Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… [64] Krings, S., Yigitbas, E., Jovanovikj, I., Sauer, S. and Engels, G. (2020). Development framework for context-aware augmented reality applications, EICS 2020 - 12th ACM SIG CHI Symp. Eng. Interact. Comput. Syst. Proc.. https://doi.org/10.1145/3393672.3398640 [65] Sun, Y., Guo, Q., Zhao, S., Chandran, K. and Fathima, G. (2022). Context-Aware Augmented Reality Using Human–Computer Interaction Models,” J. Control Decis. IoT- based Enterp. Manag. Futur. era, p. 24. https://doi.org/10.1080/23307706.2022.2026260 [66] Yigitbas, E., Jovanovikj, I., Sauer, S. and Engels, G. (2020). On the Development of Context-Aware Augmented Reality Applications, vol. 11930 LNCS. Springer International Publishing. https://doi.org/10.1007/978-3-030-46540-7_11 [67] Mäkinen, H., Haavisto, E., Havola, S. and Koivisto, J.-M. (2020). User experiences of virtual reality technologies for healthcare in learning: an integrative review, Behav. Inf. Technol., vol. 41, no. 1, pp. 1–17, 2020. https://doi.org/10.1080/0144929X.2020.1788162 [68] Minge, M. and Thüring, M. (2018). Hedonic and pragmatic halo effects at early stages of User Experience, Int. J. Hum. Comput. Stud., vol. 109, no. 6, pp. 13–25. https://doi.org/ 10.1016/j.ijhcs.2017.07.007 7 Authors Nik Azlina Nik Ahmad is a lecturer at the Department of Software Engineering in Universiti Kuala Lumpur (UniKL). Prior to her appointment in UniKL, she had expe- rience working as a system analyst. She is actively engaged in research, publishing scholarly articles in Scopus journals and proceedings. She had experience working on Fundamental Research Grant and Short-Term Research Grant in collaboration with other universities. Her research interests lie in the area of user experience, affective design, software testing, requirements engineering, and mobile UX design. She is a Certified Professional for Requirements Engineering (CPRE), Certified Tester Usabil- ity Testing (CTFL-UT) as well as Certified Tester Foundation Level (CTFL). Besides her role as JTeC Editorial Board Member, she was also appointed as a technical pro- gram committee for several international conferences. Anitawati Mohd Lokman is a professor at the College of Computing, Informatics and Media, Universiti Teknologi MARA, Shah Alam, Malaysia. She has produced more than 100 publications, which include books, journal articles, conference proceed- ings, and other publications both locally and internationally. Her research interest in- cludes Emotional UX, Emotion & Design, Kansei Engineering, and Happiness & Well- being. (corresponding author, email: anitawati@uitm.edu.my). Dr. Ahmad Iqbal Hakim Suhaimi is a senior lecturer at the College of Computing, Informatics and Media, Universiti Teknologi MARA, Shah Alam. He was graduated with Bachelor of Engineering (Information and Computer Sciences), Master of Engi- neering (Mathematics, Electronics and Informatics), and Doctor of Philosophy (Science and Engineering) majoring in Information and Computer Sciences from Saitama Uni- versity, Japan. He also hold ITIL V3 Foundation and Intermediate certification. His research interests include Information Security Management, IT Infrastructure, and IT Service Management, and Mobile Learning and Technologies. Currently, his research area focuses on smart city solution and related technologies. Dr. Munaisyah Abdullah is an Associate Professor at the Software Engineering department, Malaysian Institute of Information Technology (MIIT), Universiti Kuala iJIM ‒ Vol. 17, No. 07, 2023 45 https://doi.org/10.1145/3393672.3398640 https://doi.org/10.1080/23307706.2022.2026260 https://doi.org/10.1007/978-3-030-46540-7_11 https://doi.org/10.1080/0144929X.2020.1788162 https://doi.org/10.1016/j.ijhcs.2017.07.007 https://doi.org/10.1016/j.ijhcs.2017.07.007 mailto:anitawati@uitm.edu.my Paper—Preliminary Emotional User Experience Model for Mobile Augmented Reality Application… Lumpur (UniKL). Her PhD is in the field of Computer Science from Universiti Ke- bangsaan Malaysia (UKM), in 2012. She is a member of the International Software Testing Qualifications Board (ISTQB) since 2016. Her research interest is in Image Processing, Optimisation, Software Engineering, and ICT Development. She has pub- lished a number of articles in academic peer-review publications in her research area. Article submitted 2022-09-07. Resubmitted 2022-11-26. Final acceptance 2022-11-30. Final version pub- lished as submitted by the authors. 46 http://www.i-jim.org