The influence of augmented reality (AR) technology on online purchase intention through customer experience as a mediating variable
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Riviera Clarissa(1*)
Department of Management, Faculty of Economics and Business, Padjadjaran University
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Thomas Budhyawan Yudha(2)
Department of Management, Faculty of Economics and Business, Padjadjaran University
(*) Corresponding Author
Keywords:
Augmented Reality, Customer Experience, Online Purchase Intention, E-Commerce, Beauty Product
Abstract
This study aims to examine the effect of augmented reality (AR) on online purchase intention, with customer experience as a mediating variable, in the context of beauty product shopping via e-commerce. The research was conducted on users who had experienced Shopee’s AR features, BeautyCam and SkinCam, through a quantitative method using PLS-SEM. The findings show that AR positively influences both customer experience and online purchase intention. Furthermore, customer experience significantly mediates the relationship between AR and online purchase intention. These results suggest that AR enhances the shopping experience by making it more interactive and immersive, which in turn strengthens customers’ intention to purchase. This study highlights the strategic value of AR in improving customer engagement and conversion, especially in the beauty sector. However, it is limited to a single e-commerce platform and product category. Future research may explore different contexts or compare multiple AR implementations across platforms.
Keywords: Augmented Reality; Customer Experience; Online Purchase Intention; E-Commerce; Beauty Product
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References
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Chen, S. C., Chou, T. H., Hongsuchon, T., Ruangkanjanases, A., Kittikowit, S., & Lee, T. C. (2022). The mediation effect of marketing activities toward augmented reality: the perspective of extended customer experience. Journal of Hospitality and Tourism Technology, 13(3), 461–480. https://doi.org/10.1108/JHTT-03-2021-0093
Databoks. (2024). 5 E-Commerce dengan Pengunjung Terbanyak Sepanjang 2023.
Florene, U. (2021). New feature, new look: can augmented reality boost sales of beauty products? KrASIA.
Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 Untuk Penelitian Empiris. Semarang: Badan Penerbit UNDIP, 4.
Google, Temasek, & Bain & Company. (2020). e-Conomy SEA 2020 Report. Https://Economysea.Withgoogle.Com/.
Google, Temasek, & Bain & Company. (2024). e-Conomy SEA 2024 Report. Https://Economysea.Withgoogle.Com/.
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian. In Revista Brasileira de Linguística Aplicada (Vol. 5, Number 1).
Han, B., Li, P., & Tan, X. (2024). The effects of quality perception and multisensory perception on purchase intention when consumers shop online. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2024-0360
Hsu, S. H. Y., Tsou, H. T., & Chen, J. S. (2021). “Yes, we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications. Journal of Retailing and Consumer Services, 62.
https://doi.org/10.1016/j.jretconser.2021.102649
Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9–10). https://doi.org/10.1080/0267257X.2016.1174726
Lo, F. Y., Yu, T. H. K., & Chen, H. H. (2020). Purchasing intention and behavior in the sharing economy: Mediating effects of APP assessments. Journal of Business Research, 121. https://doi.org/10.1016/j.jbusres.2020.08.017
Nawres, D., Nedra, B. A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171. https://doi.org/10.1016/j.jbusres.2023.114368
Qin, H., Osatuyi, B., & Xu, L. (2021). How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services, 63.
https://doi.org/10.1016/j.jretconser.2021.102680
Romano, B., Sands, S., & Pallant, J. I. (2021). Augmented reality and the customer journey: An exploratory study. Australasian Marketing Journal, 29(4). https://doi.org/10.1016/j.ausmj.2020.06.010
Sahli, A., & Lichy, J. (2024). The role of augmented reality in the customer shopping experience. International Journal of Organizational Analysis. https://doi.org/10.1108/IJOA-02-2024-4300
Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211.
https://doi.org/10.1016/j.ausmj.2019.05.003
Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2024). Effects of virtual try-on technology as an innovative e-commerce tool on consumers’ online purchase intentions. European Journal of Innovation Management.
https://doi.org/10.1108/EJIM-05-2024-0516
Sembiring, T. Br., Irmawati, Sabir, M., & Tjahyadi, I. (2024). Buku Ajar Metodologi Penelitian (Teori dan Praktik) (Vol. 1). Saba Jaya Publisher.
Sirianni, C. A., & Sabbagh, P. (2020). An Integrated Model to Enhance Residents’ Support for Future Festivals Case Study: WOMAD (CACERES, 2018, SPAIN). Journal of Service Science and Management, 13(04).
https://doi.org/10.4236/jssm.2020.134042
Söderström, C., Mikalef, P., Dypvik Landmark, A., & Gupta, S. (2024). Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation. Journal of Business Research, 182.
https://doi.org/10.1016/j.jbusres.2024.114813
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3). https://doi.org/10.1016/j.ijresmar.2020.04.004
Whang, J. Bin, Song, J. H., Choi, B., & Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133, 275–284. https://doi.org/10.1016/j.jbusres.2021.04.057
Yang, J., & Lin, Z. (2024). From screen to reality: How AR drives consumer engagement and purchase intention. Journal of Digital Economy, 3, 37–46. https://doi.org/10.1016/j.jdec.2024.07.001
Zare E. F., Yazdani, H., Hakim, A., & Asarian, M. (2024). Augmented Reality Versus Web-Based Shopping: How Does AR Improve User Experience and Online Purchase Intention. Telematics and Informatics Reports, 15. https://doi.org/10.1016/j.teler.2024.100152
Published
2026-07-01
How to Cite
Clarissa, R., & Yudha, T. (2026). The influence of augmented reality (AR) technology on online purchase intention through customer experience as a mediating variable. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 615-627. https://doi.org/10.35508/jom.v19i2.23992
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Articles
