I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go

By adapting Brunswik's lens model and the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated how perceptions of the game features (mechanics), influence game-challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. The findings revealed that locatability, navigability, and controllability exert positive effects on game-challenge reactions, whereas navigability and nostalgia had positive effects on feelings of playfulness. Furthermore, the relationship between game-challenge reactions and playfulness was determined to be nonrecursive, and both of these factors positively influenced service experience evaluation.