The Effect of Augmented Reality Shopping Applications on Purchase Intention
Abstract
Augmented reality is a new technological breakthrough that helps e-commerce delivers an online shopping experience with quality of offline shopping. This is possible due to the capability of augmented reality technology that allows consumers to interact and to try products through the virtual world. This technology has not been widely adopted by e-commerce in Indonesia. In this study, we analyzed the effect of this technology on purchase intention through e-consumer experience in the form of perceived enjoyment and usefulness to 89 consumers. Our findings revealed that virtual presence significantly affects the enjoyment and usefulness directly and indirectly to purchase intention. In addition, the device also significantly affects the enjoyment and usefulness directly. Finally, the usefulness is proven to significantly affect purchase intention.
Keywords
Full Text:
PDFReferences
Ariely, D. (2000). Information Control in Buying Behvaiour. . Journal of Consumer Research, 27(2), 233-248
Azuma, R. T. A. (1997). Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments. https://doi.org/10.1162/pres.1997.6.4.355
Chang, S. C., Sun, C. C., Pan, L. Y., & Wang, M. Y. (2015). An Extended TAM to Explore Behavioural Intention of Consumers to Use M-Commerce. Journal of Information and Knowledge Management, 14(2), 1–16.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing. https://doi.org/10.1016/S0022-4359(01)00056-2
Davis, F. D. (1989). Preparation of Rutile TiO 2 Films by RF Magnetron Sputtering Related content Role of He Gas Mixture on the Growth of Anatase and Rutile TiO 2 Films in RF Magnetron Sputtering Kunio Okimura and Akira Shibata - Deposition of High-Quality TiO 2 Films by RF M. Japanese Journal of Applied Physics Kunio Okimura et Al Jpn. J. Appl. Phys, 34(September). https://doi.org/10.2307/249008
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111–1132.
Desti, K., & Shanthi, R. (2015). The Impact of Augmented Reality on E-commerce. Journal of Marketing and Consumer Research, 64–73.
Golob, A. (2001). UC Irvine Recent Work Title Structural Equation Modeling for Travel Behavior Research. Retrieved from https://escholarship.org/content/qt56t8j1n6/qt56t8j1n6.pdf
He, Z., Wu, L., & Li, X. (Robert). (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127–139. https://doi.org/10.1016/j.tourman.2018.03.003
Heijden, H. Van Der. (2000). E-Tam: a revision of the Technology Acceptance Model to explain website revisits (No. 0029).
Hoyle, R. H. (1999). Structural Equation Modeling Analysis with Small Samples using Partial Lesst Squares. Statistical Strategies for Small Sample Research, (March), 34.
Huang, T.-L., & Hsu Liu, F. (2014). Formation of augmented-reality interactive technology’s persuasive effects from the perspective of experiential value. Internet Research. https://doi.org/10.1108/IntR-07-2012-0133
Kim, J., & Forsythe, S. (2007). Adoption of Virtual Try-on Technology for Online Apparel Shopping. Journal of Interactive Marketing, 21(3), 2–21. https://doi.org/10.1002/dir
Lee, K. C., & Chung, N. (2008). Empirical analysis of consumer reaction to the virtual reality shopping mall. Computers in Human Behavior, 24(1), 88–104. https://doi.org/10.1016/j.chb.2007.01.018
Li, T., & Meshkova, Z. (2013). Examining the impact of rich media on consumer willingness to pay in online stores. Electronic Commerce Research and Applications, 12(6), 449–461. https://doi.org/10.1016/j.elerap.2013.07.001
Lu, Y., & Smith, S. (2008). Augmented Reality E-Commerce: How the Technology Benefits People’s Lives. Human Computer Interaction. https://doi.org/10.5772/6301
Ma, J. Y., & Choi, J. S. (2007). The virtuality and reality of Augmented reality. Journal of Multimedia, 2(1), 32–37. https://doi.org/10.4304/jmm.2.1.32-37
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56.
Merle, A., Senecal, S., & St-Onge, A. (2012). Whether and how virtual try-on influences consumer responses to an apparel web site. International Journal of Electronic Commerce, 16(3), 41–64.
Morrison, D. G. (1979). Purchase intentions and purchase behavior. Journal of marketing, 43(2), 65-74.
Nincarean, D., Alia, M. B., Halim, N. D. A., & Rahman, M. H. A. (2013). Mobile Augmented Reality: The Potential for Education. Procedia - Social and Behavioral Sciences, 103, 657–664.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34(October 2016), 229–234. https://doi.org/10.1016/j.jretconser.2016.10.005
Rapaccini, M., Porcelli, I., Espíndola, D. B., & Pereira, C. E. (2014). Evaluating the use of mobile collaborative augmented reality within field service networks: the case of Océ Italia – Canon Group. Production and Manufacturing Research, 2(1), 738–755. https://doi.org/10.1080/21693277.2014.943430
Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306–319.
Slater, M., & Steed, A. (2000). A Virtual Presence Counter can’t make changes. Presence: Teleoperators and Virtual Environments. https://doi.org/10.1162/105474600566925
Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140–154. https://doi.org/10.1016/j.tourman.2017.12.003
van Noort, G., Voorveld, H. A. M., & van Reijmersdal, E. A. (2012). Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers’ Online Flow Experience. Journal of Interactive Marketing, 26(4), 223–234. https://doi.org/10.1016/j.intmar.2011.11.002
Yim, M., Cicchirillo, V., & Drumwright, M. (2012). The impact of stereoscopic three-dimensional (3-D) advertising. Journal of Advertising, 41(2), 113–128.
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103.
Zhu, W., Owen, C., Li, H., & Lee, J. (2004). Personalized in-store e-commerce with the promopad: an augmented reality shopping assistant. Electronic Journal for E-commerce Tools and Applications, 1(3), 1-19
DOI: https://doi.org/10.15408/ess.v9i2.9724 Abstract - 0 PDF - 0
Refbacks
- There are currently no refbacks.
Â
View My Stats