The influence of augmented reality on E-commerce: A case study on fashion and beauty products

Advances in technology have encouraged people in Indonesia to shop online. Apart from the convenience people feel when shopping online, there are still disadvantages that prevent them from trying the products they will buy. Therefore, a virtual try-on feature based on augmented reality (AR) could be a solution. This study aims to determine the effect of implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this research model is based on the Stimulus, Organism, Response (SOR) theory used to investigate research factors using AR characteristics. This study used a covariance-based structural equation modeling method. This study involved 549 respondents and demonstrated that interactivity, novelty, hedonic value and satisfaction significantly affect continuance intention. In addition, AR continuance intention also had a significant effect on purchase intention. The results of this research are also expected to be input for e-commerce service providers and AR developers to improve services for users to shop online. This study contributes to extending SOR theory to the context of AR characteristics.