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

DOI

10.2991/978-94-6463-234-7_55How to use a DOI?

Keywords

Augmented Reality; Structural Equation Model; Technology Acceptance Model

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Donni Arisugewo
AU  - Sukaria Sinulingga
AU  - Fadli
PY  - 2023
DA  - 2023/09/29
TI  - Analysis of Augmented Reality Technology to Influence Purchase Intention Using Tam Approach
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 542
EP  - 550
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_55
DO  - 10.2991/978-94-6463-234-7_55
ID  - Arisugewo2023
ER  -