Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)

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

Authors
Vina Aristantia1, *, Anne Yenching Liu1
1Business Administration, National Yunlin University of Science and Technology, Yunlin, Taiwan
*Corresponding author. Email: vina.aristantia@gmail.com
Corresponding Author
Vina Aristantia
Available Online 31 July 2023.
DOI
10.2991/978-94-6463-216-3_5How to use a DOI?
Keywords
Augmented Reality; M-Commerce; UTAUT; Satisfaction; Repurchase Intention
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.

Copyright
© 2023 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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Volume Title
Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 July 2023
ISBN
10.2991/978-94-6463-216-3_5
ISSN
2352-5428
DOI
10.2991/978-94-6463-216-3_5How to use a DOI?
Copyright
© 2023 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.

Cite this article

risenwbib
TY  - CONF
AU  - Vina Aristantia
AU  - Anne Yenching Liu
PY  - 2023
DA  - 2023/07/31
TI  - Study of the Influence of Augmented Reality Toward Consumer’s Satisfaction and Repurchase Intention
BT  - Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
PB  - Atlantis Press
SP  - 51
EP  - 63
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-216-3_5
DO  - 10.2991/978-94-6463-216-3_5
ID  - Aristantia2023
ER  -