Understanding satisfaction and loyalty toward educational AR applications among young adult

Augmented Reality (AR) applications are increasingly embedded in higher education to enhance learner engagement and outcomes. Yet, user satisfaction and loyalty to educational AR apps remain uneven, particularly among technologically proficient young adults. This study advances an integrated framework grounded in the Unified Theory of Acceptance and Use of Technology 3 (UTAUT3), the Information Systems Success Model (ISSM), and Sustainable Consumption Practices (SCP) to identify determinants of satisfaction and loyalty. Data from 384 university students aged 18–34 were collected through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that performance expectancy, effort expectancy, system quality, hedonic motivation, and related constructs significantly predict satisfaction, which subsequently drives loyalty. Furthermore, SCP moderates the satisfaction–loyalty relationship, highlighting the salience of environmental and ethical concerns in sustaining engagement. The findings contribute to multidisciplinary scholarship on educational technologies and offer actionable guidance for AR developers and higher education institutions.