Analysis of Augmented Reality Technology to Influence Purchase Intention Using Tam Approach

Donni Arisugewo (), Sukaria Sinulingga and Fadli
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Donni Arisugewo: Universitas Sumatera Utara
Sukaria Sinulingga: Universitas Sumatera Utara
Fadli: Universitas Sumatera Utara

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 542-550 from Springer

Abstract: Abstract The development of digital technology and the rapidly increasing number of smartphones and internet users in Indonesia, are potential factors for business actors in utilising digital technology in running their businesses. Business actors in marketing their products can utilise the emergence of many marketplaces, e-commerce or digital platforms. In addition, in increasing competition, business actors must also be able to maximise the presence of technology that can help improve the experience for potential customers. One of them is the use of Augmented Reality (AR) technology. AR is an interactive technology that combines the real and virtual worlds and is projected simultaneously. AR technology has started to be used in e-commerces and will continue to grow in the future. Quantitative research methods will be used in this study, in which the data collection technique uses a questionnaire with a Linkert scale. The number of respondents studied was 210 people. Furthermore, the testing technique uses the Structural Equation Model (SEM) and Path Analyst. The results of this study indicate that all dimensions of the technology acceptance model, except the enjoyment dimension, have a positive and significant effect on purchase intention. Technology such as Augmented Reality is expected to have the main function (usefulness). In addition, the analysis results found that the Technology Acceptance Model is a mediator between Augmented Reality and Purchase Intention.

Keywords: Augmented Reality; Structural Equation Model; Technology Acceptance Model (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_55

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