The Effect of Augmented Reality Shopping on E-Consumer Satisfaction

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Leonnard, Leonnard and Afriza, Eka Sri Dana and Paramita, Annisa Surya and Maulidiani, Jasmine Jemilia (2019) The Effect of Augmented Reality Shopping on E-Consumer Satisfaction. Journal of Applied Economic Sciences, 14 (1). pp. 50-62. ISSN 2393-5162

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Abstract

The development of technology and the internet has brought great changes to the way consumers shop. The traditional way of visiting a store is considered no longer relevant, replaced with online shopping through social media, websites, and e-commerce. But the problem encountered is consumers cannot observe from various sides and details, touch and try the product. One of the solutions currently provided is through application of augmented reality. However, the application of this technology to online shopping media is still limited, therefore this research analyzes the effect of augmented reality shopping on e-satisfaction from 89 consumers in South Jakarta, Indonesia. Data were analyzed using SEM-PLS and smartPLS software package. The analysis results indicated that perceived augmentation and playfulness directly affect augmented quality (coeff = 0.396 and 0.286, respectively) while convenience and playfulness directly affect e-satisfaction (coeff = 0.478 and 0.221, respectively). Convenience gives a greater total effect on e-satisfaction than playfulness while perceived augmentation gives a greater total effect on augmented quality than playfulness. Finally, the presence augmented quality significantly increases the influence of convenience and playfulness on e-satisfaction. Keywords: Augmented reality, Augmented quality, E-Commerce, E-Satisfaction, SEM-PLS

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Research And Community Empowerment > Journals
Depositing User: Rizky Amalia
Date Deposited: 23 Jan 2020 09:36
Last Modified: 22 Dec 2021 03:35
URI: http://repository.ipmi.ac.id/id/eprint/588

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