AUGMENTED REALITY IN E-COMMERCE:
ENHANCING CONSUMER ATTITUDES AND DRIVING DIGITAL INTENTIONS
-
Agung Stefanus Kembau(1*)
Department of Digital Business, Faculty of Social Sciences and Humanities, Bunda Mulia University, Jakarta
-
Imagodeo Bideyesa Laimeheriwa(2)
Department of Digital Business, Faculty of Social Sciences and Humanities, Bunda Mulia University, Jakarta
-
Arief Perdana Kumaat(3)
Departement of Business Administration, Manado State Polytechnic
(*) Corresponding Author
Keywords:
Augmented Reality (AR), Digital Behavioral Intentions, Interactivity, Mental Image, Consumer Attitudes, E-commerce, Gen Z, Digital Marketing, Consumer Engagement
Abstract
In the rapidly evolving world of e-commerce, Augmented Reality (AR) stands out as a transformative force, shaping consumer behavior and decision-making. This study delves into the profound impact of AR on digital behavioral intentions, particularly focusing on how interactivity, mental image, and consumer attitudes intertwine to drive these intentions. By surveying 120 tech-savvy Gen Z consumers in Indonesia, who actively engage with AR features in e-commerce, we uncovered compelling insights into the dynamics at play. Our analysis, employing Structural Equation Modeling-Partial Least Squares (SEM-PLS), reveals that interactivity is not merely an enhancement but a catalyst, significantly influencing both mental imagery and consumer attitudes. Most strikingly, we find that consumer attitudes exert the strongest influence on digital behavioral intentions, highlighting their pivotal role in shaping purchase decisions and brand loyalty. This research underscores the urgency for businesses to elevate AR features—particularly interactivity and immersive experiences—if they wish to foster positive consumer perceptions and behaviors. The managerial takeaway is clear: invest in cutting-edge AR technologies and embed them into digital marketing strategies to not only captivate consumers but to also drive deeper engagement and satisfaction. While acknowledging limitations such as sample size and generalizability, this study lays the groundwork for future research to expand on these findings, exploring additional variables and diverse consumer segments.
Keywords: Augmented Reality (AR); Digital Behavioral Intentions, Interactivity; Mental Image; Consumer Attitudes; E-commerce; Gen Z; Digital Marketing; Consumer Engagement
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References
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Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161. https://doi.org/10.1016/j.bushor.2015.10.003.
Tan, Y. C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented reality in retail and its impact on sales. Journal of Marketing, 86(1), 48-66.
https://doi.org/10.1177/00222429211048520.
Tom Dieck, M. C., & Han, D. I. D. (2022). The role of immersive technology in Customer Experience Management. Journal of marketing theory and practice, 30(1), 108-119. https://doi.org/10.1080/10696679.2021.1941801.
Uhm, J. P., Kim, S., Do, C., & Lee, H. W. (2022). How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks. Journal of Retailing and Consumer Services, 67, 103027. https://doi.org/10.1016/j.jretconser.2022.103027.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540.
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(1), 89-103.
https://doi.org/10.1016/j.intmar.2017.04.001.
https://doi.org/10.1016/0749-5978(91)90020-T.
Arena, F., Collotta, M., Pau, G., & Termine, F. (2022). An overview of augmented reality. Computers, 11(2), 28. https://doi.org/10.3390/computers11020028.
Arghashi, V., & Yuksel, C. A. (2022). Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.
Billewar, S. R., Jadhav, K., Sriram, V. P., Arun, D. A., Mohd Abdul, S., Gulati, K., & Bhasin, D. N. K. K. (2022). The rise of 3D E-Commerce: the online shopping gets real with virtual reality and augmented reality during COVID-19. World Journal of Engineering, 19(2), 244-253.
https://doi.org/10.1016/j.jretconser.2021.102756.
Chen, C., & Yao, M. Z. (2022). Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & marketing, 39(3), 524-542.
Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective. Journal of Retailing and Consumer Services, 53, 101986.
https://doi.org/10.1016/j.jretconser.2019.101986.
Fazio, R. H. (1990). Attitude-Behavior Consistency: An Individual Difference Perspective. Journal of Consumer Research, 16(4), 547-551. https://doi.org/10.1086/209230.
Firellsya, G., Kembau, A. S., Bernanda, D. Y., & Christin, L. (2024). Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2. Jurnal Informatika Ekonomi Bisnis, 184-196. https://doi.org/10.33005/jebi.v11i2.185.
Fernando, R., Turangan, K., Suphangat, F., & Kembau, A. (2024). Implementation Of Augmented Reality Technology For Marketing Strategies And User Experience In Retail Sme Indonesia. Journal of Management: Small And Medium Enterprises (Smes), 17(2), 797-815. https://doi.org/10.35508/jom.v17i2.17567.
Gavilan, D., & Avello, M. (2020). Brand-evoked mental imagery: The role of brands in eliciting mental imagery. Sage Open, 10(4), 2158244020977484. https://doi.org/10.1177/2158244020977484.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hoffmann, S., & Mai, R. (2022). Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda. Frontiers in Virtual Reality, 3, 961236. https://doi.org/10.3389/frvir.2022.961236.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), 57-71. https://doi.org/10.1016/j.intmar.2020.04.001.
Huang, T. L., & Liao, S. (2015). The effects of mental imagery and mental simulation on brand attitude and purchase intention. Journal of Brand Management, 22(7), 646-661. https://doi.org/10.1057/bm.2015.27.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33-56. https://doi.org/10.1108/17505931311316734.
Kim, J. H., Kim, M., Park, M., & Yoo, J. (2021). How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence. Journal of Research in Interactive Marketing, 15(3), 502-525. https://doi.org/10.1108/JRIM-06-2020-0125.
Kim, J. H., Kim, M., Park, M., & Yoo, J. (2023). Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR). Telematics and Informatics, 77, 101936. https://doi.org/10.1016/j.tele.2022.101936.
Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: the future is immersive. John Wiley & Sons.
Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357-373.
https://doi.org/10.1016/j.jbusres.2020.10.050.
Laimeheriwa, I. B., & Kembau, A. S. (2024). Pengaruh Kepercayaan Akan Simulasi Virtual Try On terhadap Niat Beli di E-commerce. Syntax Literate; Jurnal Ilmiah Indonesia, 9(1), 241-257. https://doi.org/10.36418/syntax-literate.v9i1.4236.
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.chb.2019.07.002.
Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: a review. Journal of Applied Structural Equation Modeling, 5(1), 1-14. https://doi.org/10.47263/JASEM.5(1)01.
Nodirovna, M. S., & Sharif oʻg‘li, A. S. (2024). E-Commerce Trends: Shaping The Future of Retail. Open Herald: Periodical of Methodical Research, 2(3), 46-49. https://doi.org/10.36418/openherald.v2i3.1586.
Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912.
https://doi.org/10.1016/j.jretconser.2019.101912.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Springer New York. https://doi.org/10.1007/978-1-4613-2390-4_1.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 78
Pylyshyn, Z. W. (2002). Mental imagery: In search of a theory. Behavioral and Brain Sciences, 25(2), 157-182. https://doi.org/10.1017/S0140525X02000043.
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53. https://doi.org/10.1016/j.jretconser.2019.03.001.
Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161. https://doi.org/10.1016/j.bushor.2015.10.003.
Tan, Y. C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented reality in retail and its impact on sales. Journal of Marketing, 86(1), 48-66.
https://doi.org/10.1177/00222429211048520.
Tom Dieck, M. C., & Han, D. I. D. (2022). The role of immersive technology in Customer Experience Management. Journal of marketing theory and practice, 30(1), 108-119. https://doi.org/10.1080/10696679.2021.1941801.
Uhm, J. P., Kim, S., Do, C., & Lee, H. W. (2022). How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks. Journal of Retailing and Consumer Services, 67, 103027. https://doi.org/10.1016/j.jretconser.2022.103027.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540.
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(1), 89-103.
https://doi.org/10.1016/j.intmar.2017.04.001.
Published
2025-03-01
How to Cite
Kembau, A., Laimeheriwa, I., & Kumaat, A. (2025). AUGMENTED REALITY IN E-COMMERCE:. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 165-180. https://doi.org/10.35508/jom.v18i1.17783
Section
Articles
