TY - JOUR
T1 - The influence of augmented reality on E-commerce
T2 - A case study on fashion and beauty products
AU - Gabriel, Adelya
AU - Ajriya, Alina Dhifan
AU - Fahmi, Cut Zahra Nabila
AU - Handayani, Putu Wuri
N1 - Funding Information:
The work was supported by the Universitas Indonesia forthe Grant Hibah Publikasi Terindeks Internasional/PUTI Q2 Number NKB-570/UN2.RST/HKP.05.00/2023.
Publisher Copyright:
© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2023
Y1 - 2023
N2 - Advances in technology have encouraged people in Indonesia to shop online. Apart from the convenience people feel when shopping online, there are still disadvantages that prevent them from trying the products they will buy. Therefore, a virtual try-on feature based on augmented reality (AR) could be a solution. This study aims to determine the effect of implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this research model is based on the Stimulus, Organism, Response (SOR) theory used to investigate research factors using AR characteristics. This study used a covariance-based structural equation modeling method. This study involved 549 respondents and demonstrated that interactivity, novelty, hedonic value and satisfaction significantly affect continuance intention. In addition, AR continuance intention also had a significant effect on purchase intention. The results of this research are also expected to be input for e-commerce service providers and AR developers to improve services for users to shop online. This study contributes to extending SOR theory to the context of AR characteristics.
AB - Advances in technology have encouraged people in Indonesia to shop online. Apart from the convenience people feel when shopping online, there are still disadvantages that prevent them from trying the products they will buy. Therefore, a virtual try-on feature based on augmented reality (AR) could be a solution. This study aims to determine the effect of implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this research model is based on the Stimulus, Organism, Response (SOR) theory used to investigate research factors using AR characteristics. This study used a covariance-based structural equation modeling method. This study involved 549 respondents and demonstrated that interactivity, novelty, hedonic value and satisfaction significantly affect continuance intention. In addition, AR continuance intention also had a significant effect on purchase intention. The results of this research are also expected to be input for e-commerce service providers and AR developers to improve services for users to shop online. This study contributes to extending SOR theory to the context of AR characteristics.
KW - augmented reality
KW - continuance intention
KW - e-commerce
KW - fashion and beauty products
KW - Indonesia
KW - purchase intention
KW - virtual try-on
UR - http://www.scopus.com/inward/record.url?scp=85159791389&partnerID=8YFLogxK
U2 - 10.1080/23311975.2023.2208716
DO - 10.1080/23311975.2023.2208716
M3 - Article
AN - SCOPUS:85159791389
SN - 2331-1975
VL - 10
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 2
M1 - 2208716
ER -