Factors Influencing the Adoption of Augmented Reality on Consumers' Online Shopping Purchase Intentions

10.7903/ijecs.2310

Lianna Wijaya；Jesslyn Valerie；Cheng Kin Meng；Ridho Bramulya Ikhsan

Augmented Reality ； Online Shopping ； Virtual Presence ； Devices ； Enjoyment ； Purchase Intention

International Journal of Electronic Commerce Studies

15卷2期（2024 / 06 / 01）

103 - 120

英文

The current upsurge in e-commerce, especially amid the worldwide pandemic, underscores the imperative for organizations to comprehend the impact of technology on consumer behavior. This study investigates the determinants of augmented reality (AR) adoption in online shopping and its effect on purchase intentions. We analyze the relationship between virtual presence, device usability, and customer decision-making based on enjoyment. Analyzed through the use of Structural Equation Modeling (PLS-SEM), data collected from 103 Indonesian e-commerce consumers during the epidemic provides valuable and significant insights. The findings indicate that the experience of being virtually there and the convenience of using the gadget greatly contribute to the satisfaction of online buying. Surprisingly, enjoyment does not have a direct impact on purchase intention or play a role in moderating the connection between virtual presence, device usability, and the desire to make a purchase. This unexpected outcome questions traditional ideas on the significance of pleasure in online buying and indicates the need for a more intricate comprehension. This study elucidates the intricate determinants underlying the adoption of augmented reality (AR) and the intention to purchase. The findings underscore the crucial significance of developing immersive virtual experiences and user-friendly interfaces to stimulate purchase decisions for e-commerce enterprises. Moreover, the study suggests a need to reassess the significance of pleasure in the process of online buying, which could potentially lead to new areas of investigation aimed at enhancing consumer experiences.