Enhancing E-Commerce Experience with Augmented Reality: The Impact on Purchase Intentions in Indonesia
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Abstract
This study uses perceived usefulness and trust as mediating variables to investigate how Augmented Reality (AR) affects purchase intention in the setting of Indonesian e-commerce. An online survey is employed to employ the quantitative technique, and it is given to Indonesian e-commerce users who have previously used augmented reality features. Purposive sampling approaches were employed to pick respondents who met the following requirements: they had to be at least eighteen years old, had utilized augmented reality in e-commerce, and actively engaged with platforms that offer these capabilities. Using SmartPLS software, the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was used to analyze the data. This study combines the Stimulus-Organism-Response (S-O-R) and Technology Acceptance Model (TAM) frameworks to describe how AR influences consumer behavior through affective and cognitive pathways.
The results showed that AR significantly positively affected perceived usefulness and trust, which then positively impacted purchase intent. However, the effect of perceived usefulness on intention to visit is not supported. The mediating effect of perceived usefulness is also not supported, while trust is proven to mediate the influence of AR on purchase intention. These findings emphasize the importance of improving the AR experience to build consumer trust and demonstrate use value, thereby driving purchasing behavior. This research provides an empirical contribution to the digital marketing literature and practical implications for e-commerce players in optimizing AR technology.
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