Study of the Influence of Augmented Reality Toward Consumer’s Satisfaction and Repurchase Intention

Vina Aristantia () and Anne Yenching Liu
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Vina Aristantia: National Yunlin University of Science and Technology, Business Administration
Anne Yenching Liu: National Yunlin University of Science and Technology, Business Administration

A chapter in Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), 2023, pp 51-63 from Springer

Abstract: Abstract According to previous literature, the service of online retailers is limited as consumers cannot evaluate the goods, resulting in a poor online experience. With the technology’s advancement, businesses can improve their products’ presentation through augmented reality (AR). However, the use of AR in m-commerce is still a largely unexplored topic that requires significant improvement. The study aims to fill the gap by understanding how AR influence customer satisfaction (SAT) and repurchase intention (RPI) through an integrated model Unified Theory Acceptance and Use of Technology (UTAUT) consisted of performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC), social influence (SI), and hedonic motivation (HM), driving the response of SAT and RPI. 431 respondents participated in the questionnaire, consisting of 254 novice consumers, then analysed using structural equation modelling based on SmartPLS 3.3.3. This study found that PE, FC, SI, and HM significantly influence consumer SAT on m-commerce. However, this study failed to demonstrate EE as an essential construct to explain SAT. Further, SAT was found to influence the RPI. This study adds to the literature by examining the influence of AR on m-commerce SAT and RPI using the UTAUT model. Moreover, the m-commerce providers should provide their apps with AR features to help consumers do online shopping more effectively, including a better user interface and user experience.

Keywords: Augmented Reality; M-Commerce; UTAUT; Satisfaction; Repurchase Intention (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-216-3_5

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