With　the　popularization　of　smartphones　and　the　associated　increase　in　the　use　of　mobile　applications　(apps),　the　effect　of　mobile　advertising　apps　on　consumers　should　not　be　overlooked.　Some　apps　include　augmented　reality　capabilities　in　an　attempt　to　bring　some　novelty　to　their　users’　experience.　Previous　studies　examining　the　use　of　AR　in　advertising　and　marketing　are　scarce.　Additionally,　there　are　currently　several　business　owners　and　advertising　agencies　with　reservations　about　the　efficacy　of　using　AR　in　advertising,　making　further　research　into　the　effect　of　AR　on　consumer　awareness,　attitudes,　and　behaviors　especially　necessary.　Therefore,　the　purpose　of　this　research　is　to　design　an　augmented　reality　wedding　invitation　app　and　to　investigate　the　effectiveness　of　this　app.　This　paper　uses　the　attention,　interest,　search,　action,　share　(AISAS)　advertising　model　as　its　theoretical　foundation　and　adds　sociability　to　derive　the　new　attention,　interest,　search,　sociability,　action,　share　(AISSAS)　model　to　further　verify　the　usage　behaviors　of　the　AR　wedding　invitation　app.　This　study　applies　structural　equation　modeling　(SEM)　to　the　data　to　analyze,　compare,　and　verify　the　model.　The　results　reveal　that　there　are　significant　and　positive　direct　effects　of　attention　on　interest,　of　interest　on　search,　of　search　on　sociability,　of　sociability　on　action,　and　of　action　on　share.　This　indicates　that　the　AISSAS　model　is　suitable　for　explaining　the　transmission　process　of　AR　apps.　Furthermore,　this　study　demonstrates　that　the　inclusion　of　sociability　in　the　AISSAS　model　results　in　a　better　fit　and　prediction　than　the　conventional　AISAS　model.　©　2019　Taiwan　Academic　Network　Management　Committee.　All　rights　reserved.