The Impact of Social Environment and Interaction Focus on User Experience and Social Acceptability of an Augmented Reality Game

One of the most promising technologies inside the Extended Reality (XR) spectrum is Augmented Reality. This technology is already in people’s pockets regarding Mobile Augmented Reality with their smartphones. The scientific community still needs answers about how humans could and should interact in environments where perceived stimuli are different from fully physical or digital circumstances. Moreover, it is still being determined if people accept these new technologies in different social environments and interaction settings or if some obstacles could exist. This paper explores the impact of the Social Environment and the Focus of social interaction on users while playing a location-based augmented reality game, measuring it with user experience and social acceptance indicators. An empirical study in a within-subject fashion was performed in different social environments and under different settings of social interaction focus with N = 28 participants compiling self-reported questionnaires after playing a Scavenger Hunt in Augmented Reality. The measures from two different Social Environments (Crowded vs. Uncrowded) resulted in statistically relevant mean differences with indicators from the Social Acceptability dimension. Moreover, the analyses show statistically relevant differences between the variances from different degrees of Social Interaction Focus with Overall Social Presence, Perceived Psychological Engagement, Perceived Attentional Engagement, and Perceived Emotional Contagion. The results suggest that a location-based AR game played in different social environments and settings can influence the user experience’s social dimension. Therefore, they should be carefully considered while designing immersive technological experiences in public spaces involving social interactions between players.