This study empirically investigated the effects of different stimuli cues on perceived subjective norms that influence continuance intention to use segmented reality (AR) e-commerce platforms. Also, we have identified the impacts of trust and attitude on the relationship between perceived subjective norms and continuance intention. The user experience (UX) is critical to retaining users for the sustainable growth of any AR e-commerce mobile platform because different stimuli cues of AR affect UX and influence continuance intention (Alimamy & Gnoth, 2022). AR changes sources of information to provide user comfort in e-commerce mobile platforms. These sources of information enhance UX in the new interaction paradigm through AR. It demands understanding the impact of different sources of information in perceiving UX that influences behavioral intention. This study uniquely developed a research model that considers the perceived subjective norms through interactivity, insight experience, and online reviews on continuance intention. Users’ generation impacts as a moderation factor in perceiving subjective norms, and we examined the effects on online AR mobile app users in Australia. A quantitative method was used to validate a conceptual model followed by the stimulus-organism-response (SOR) framework. Based on our online survey with 886 responses, we assessed the influences of interactivity, insight experience, and online reviews in perceiving subjective norms. We investigated their impact on continuance intention in an augmented reality environment. Our findings confirm that sources of information, especially online reviews, positively affect in perceiving subjective norms. Also, trust has a more significant influence on the continuance intention to use AR mobile platforms. As a sustainable growth in the retail industry, augmented reality engages immersive experiences, and this study identified key factors and explained the cognitive process of perceiving subjective norms and its consequences on users’ continuing intention to use augmented reality mobile platforms. Similar to previous studies, we identified the effects of stimulus factors on behavioral responses in augmented reality environments. Integrating these methods enables a richer understanding of user experiences with AR mobile platforms, informing the development of more efficient optimization strategies beyond the detection capabilities of AI systems. Practically, the study guides developers and designers in optimizing AR mobile platforms to enhance situated experiences and drive continued engagement. App developers can leverage the study's findings to customize targeted marketing strategies that appeal to different demographic segments. Insights into the potential immersive effects on behavioral intention suggest that companies can plan to expand their AR platforms globally by accommodating immersive, and technical nuances in their strategies to perceive situated experience on continuance intention. References Alimamy, S., & Gnoth, J. (2022). I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value. Computers in Human Behavior, 128, 107105. doi: 10.1016/j.chb.2021.107105.