Augmented Reality in Fashion and Beauty Product Marketing: A Preliminary Study of Immersive Marketing In Indonesian E-Commerce

Agung Stefanus Kembau () and Fresi Beatrix Lendo
Additional contact information
Agung Stefanus Kembau: Bunda Mulia University, Digital Business Department
Fresi Beatrix Lendo: Manado State Polytechnic, Management Business Department

A chapter in Proceedings of the 12th Gadjah Mada International Conference on Economics and Business (GAMAICEB 2024), 2025, pp 379-395 from Springer

Abstract: Abstract Augmented Reality (AR) has emerged as a transformative tool in enhancing consumer experiences, particularly in e-commerce platforms. While AR’s potential is widely acknowledged, limited studies address its influence within the Indonesian e-commerce landscape, especially in the fashion and beauty sectors. This study aims to bridge this research gap by examining how AR characteristics—interactivity, vividness, novelty, system quality, and product informativeness—affect hedonic value, satisfaction, and continuance intention using the Stimulus-Organism-Response (SOR) model. Data were collected through a purposive sampling method, targeting 183 respondents aged 18–35 years who have previously interacted with AR features on e-commerce platforms. Results revealed that while hedonic value significantly influences satisfaction (β = 0.630, p

Keywords: Augmented Reality; Hedonic Value; Satisfaction; Continuance Intention; E-commerce; SOR Model; Indonesia (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-692-5_20

Ordering information: This item can be ordered from
http://www.springer.com/9789464636925

DOI: 10.2991/978-94-6463-692-5_20

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().