This dissertation contributes to IS research by explaining user intentions while using AR features in mobile social networking and retail app contexts. It consists of three essays, which use partial least squares modeling to analyze different consumer behavior models. The first essay examines the influence of quality, human, and environmental factors on AR reuse intention in a mobile social networking context. The second essay introduces position relevance, a new construct essential to AR research in e-commerce, and it looks at the influence of this construct and app involvement on user purchase intention, while using view-in-room features on mobile retail apps. The third essay examines the influence of service quality and visual quality on recommendation intention of mobile retail apps while using view-in-room features compared to shopping without using these AR features.