ion of the hybrid
technology, which has enabled the ubiquity of the AR technologies in
our everyday life. Contrary to the unrealistic nature of virtual reality
(VR) trapping people in the imagery world, AR is linked to specific con-
texts of the real world. Compared to desktop AR, which is fixed to one
location, mobile AR produces interactive relationships with artifacts
and humans in reality while on the move, thus enabling continuous in-
teraction. Research on AR has mostly explored technical options, with a
limited focus on understanding of human experiences with digitally
augmented environments [1–5]. User experiences in mobile AR systems
tend to be concerned with how useful and comfortable they perceive
them to be, whereas the technical options in mobile AR systems focus
on how effectively they perform. When developing mobile AR systems,
it is just as important to consider how to enhance the user experiences
as it is to improve the functionality of the mobile AR systems them-
selves. As research on VR has attempted to understand the concepts of
presence and immersion in the computer-generated environment
[6,7], this study starts with the literature review on immersion and
context-awareness in order to define an essential concept considered
in mobile AR and the factors contributing to it. By characterizing mobile
AR with factors, an analytic framework can be developed to understand
user experiences in mobile AR.