The food delivery service has been integrated between offline and online channels. On the food delivery platforms, even though there are thousands of choices offering, users often encounter difficulty to choose the right choice. Introducing Augmented Reality (AR), this immersive technology helps users visualizes products to see what they have intention to order before placing their order, bringing the richer and more controllable experience. Nevertheless, the gap was found as no hunger would be fulfilled by virtually consuming food product, this study explored the antecedents leading to the end of the transaction through the well-known psychological S-O-R framework together with the Communication theory; the concept of Spatial Presence and TAM model. The Augmented Reality (AR) and Food delivery applications are popular topics in research, however, the research gap has been discovered that the research in this combined context remains unexplored. Based on research published in Information & Management, this study extended the proposed framework with the new mediators, namely, sense of personalization and enjoyment examined in the context. Notably, this research has shed the light on the antecedents of AR, the results have concluded that throughout the underlying process, it finally leads to purchase intention on food delivery application and intention to reuse AR feature in the app. The findings direct the managerial implication to improve business model while suggesting the direction to platforms developers to move forwards to gain first-mover advantages.

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