The Role of Augmented Reality in Online Purchasing Decisions of Beauty Products on the E-commerce Platform Shopee

Farah Putri Wenang Lusianingrum; Arum Wahyuni Purbohastuti; Muhammad Johan Widikusyanto

doi:10.35448/jmb.v17i2.32377

The Role of Augmented Reality in Online Purchasing Decisions of Beauty Products on the E-commerce Platform Shopee

Farah Putri Wenang Lusianingrum, Arum Wahyuni Purbohastuti, Muhammad Johan Widikusyanto

Abstract

The proliferation of augmented reality (AR) in the commercial sector remains constrained in terms of its psychological effects on online purchase behavior. The main aim of the research is to examine the influence of augmented reality on purchasing behavior for cosmetic goods on the Shopee platform based S-O-R theory. The online research study gathered comprehensive data from 200 participants. Purposive sampling selected the respondents. In this study, the analytical instrument used for data processing is Smart PLS. The S-O-R theoretical framework validated and corroborated all hypotheses. The interactivity and vividness of augmented reality significantly improve the user experience for cosmetic goods buyers on Shopee. Moreover, augmented reality interaction and vividness promote an increase in online purchase intent among customers of cosmetic products on Shopee. Furthermore, user experience and online buying intentions effectively drive consumers to make online purchasing decisions for cosmetic products on Shopee.

Keywords

Augmented Reality; Online Purchase Decision; Online Purchase Intention; Stimulus-Organism-Response; User-Experience

Full Text:

PDF

References

Aburub, F. (2023). Applying Augmented Reality in Tourism: Analyzing Relevance as It Concerns Consumer Satisfaction and Purchase Intention. Lecture Notes in Business Information Processing, 483 LNBIP. https://doi.org/10.1007/978-3-031-36757-1_19

AL Hilal, N. S. H. (2023). The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model. Sustainability (Switzerland) , 15(6). https://doi.org/10.3390/su15065448

Asih, E. M. (2024). Analisis pada Shopee sebagai E-Commerce Terpopuler di Indonesia. Jurnal Ekonomi Bisnis Antartika, 2(1), 73–79. https://ejournal.mediaantartika.id/index.php/jeba/article/view/299

Aulia, D., Rini, E. S., & . F. (2021). The Influence of Gamification, E-Service Quality and E-Trust on Online Purchase Decision with Online Purchase Intention as Intervening Variable at the Marketplace Shopee in Medan City. International Journal of Research and Review, 8(8). https://doi.org/10.52403/ijrr.20210874

Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37(3). https://doi.org/10.1080/02650487.2016.1244887

Beyari, H., & Garamoun, H. (2022). The Effect of Artificial Intelligence on End-User Online Purchasing Decisions: Toward an Integrated Conceptual Framework. Sustainability (Switzerland), 14(15). https://doi.org/10.3390/su14159637

Chen, R., Perry, P., Boardman, R., & McCormick, H. (2022). Augmented reality in retail: a systematic review of research foci and future research agenda. International Journal of Retail and Distribution Management, 50(4). https://doi.org/10.1108/IJRDM-11-2020-0472

Choi, U., & Choi, B. (2020). The Effect of Augmented Reality on Consumer Learning for Search and Experience Products in Mobile Commerce. Cyberpsychology, Behavior, and Social Networking, 23(11). https://doi.org/10.1089/cyber.2020.0057

Du, Z., Liu, J., & Wang, T. (2022). Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry. In Frontiers in Psychology (Vol. 13). https://doi.org/10.3389/fpsyg.2022.925963

Ebrahimabad, F. Z., Yazdani, H., Hakim, A., & Asarian, M. (2024). Augmented Reality Versus Web-Based Shopping: How Does AR Improve User Experience and Online Purchase Intention. Telematics and Informatics Reports, 15, 100152. https://doi.org/https://doi.org/10.1016/j.teler.2024.100152.

Erdmann, A., Mas, J. M., & Arilla, R. (2023). Value-based adoption of augmented reality: A study on the influence on online purchase intention in retail. Journal of Consumer Behaviour, 22(4). https://doi.org/10.1002/cb.1993

Eru, O., Topuz, Y. V., & Cop, R. (2022). The Effect of Augmented Reality Experience on Loyalty and Purchasing Intent: An Application on the Retail Sector. Sosyoekonomi, 30(52). https://doi.org/10.17233/sosyoekonomi.2022.02.08

Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100. https://doi.org/10.1016/j.jbusres.2018.10.050

Gabriel, A., Ajriya, A. D., Fahmi, C. Z. N., & Handayani, P. W. (2023). The influence of augmented reality on E-commerce: A case study on fashion and beauty products. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2208716

Garson, G. D. (2016). Partial Least Squares : Regression & Structural Equation Models. In Multi-Label Dimensionality Reduction.

Gil-López, C., Guixeres, J., Marín-Morales, J., Torrecilla, C., Williams, E., & Alcañiz, M. (2023). Is mixed reality technology an effective tool for retail? A vividness and interaction perspective. Frontiers in Virtual Reality, 4. https://doi.org/10.3389/frvir.2023.1067932

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.

Hairudinor, & Rusidah, S. (2023). The role of digital marketing in the Sustainable performance of Indonesian MSMEs: Do the online purchase intention and actual purchase decision matter? Transnational Marketing Journal, 11(1). https://doi.org/10.58262/tmj.v11i1.1002

Hermes, A., & Riedl, R. (2021). Influence of personality traits on choice of retail purchasing channel: Literature review and research agenda. In Journal of Theoretical and Applied Electronic Commerce Research (Vol. 16, Issue 7). https://doi.org/10.3390/jtaer16070179

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6). https://doi.org/10.1007/s11747-017-0541-x

Iisnawati, I., Marwa, T., Shihab, M. S., Yuliani, Y., Yunita, D., & Daud, I. (2023). Could the Implementation of Augmented Reality Influence Consumers’ Purchase Intention in E-Commerce? Jurnal Manajemen Dan Kewirausahaan, 11(1). https://doi.org/10.26905/jmdk.v11i1.9561

Jayathilaka, U. R., & Park, G.-C. (2022). Impact of Augmented Reality on Purchase Intention of Foreign Products Online. Reviews of Contemporary Business Analytics, 5(1).

Kazmi, S. H. A., Ahmed, R. R., Soomro, K. A., Hashem E, A. R., Akhtar, H., & Parmar, V. (2021). Role of augmented reality in changing consumer behavior and decision making: Case of Pakistan. Sustainability (Switzerland), 13(24). https://doi.org/10.3390/su132414064

Khaldy, M. Al, Ishtaiwi, A., Al-Qerem, A., Aldweesh, A., Alauthman, M., Almomani, A., & Arya, V. (2023). Redefining E-Commerce Experience: An Exploration of Augmented and Virtual Reality Technologies. International Journal on Semantic Web and Information Systems, 19(1). https://doi.org/10.4018/IJSWIS.334123

Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling (4th ed.). Guilford Publications.

Kumar, H. (2022). Augmented reality in online retailing: a systematic review and research agenda. International Journal of Retail and Distribution Management, 50(4). https://doi.org/10.1108/IJRDM-06-2021-0287

Lavoye, V., Mero, J., & Tarkiainen, A. (2021). Consumer behavior with augmented reality in retail: a review and research agenda. International Review of Retail, Distribution and Consumer Research, 31(3). https://doi.org/10.1080/09593969.2021.1901765

Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring Factors Influencing Impulse Buying in Live Streaming Shopping: a Stimulus-Organism-Response (SOR) Perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903

Liu, S., & Napitupulu, T. A. (2020). Analyzing factors affecting satisfaction and purchase intention towards mobile augmented reality e-commerce applications in Indonesia. Journal of Theoretical and Applied Information Technology, 98(22).

Lusiaingrum, F. P. . (2023). How Do Social Media Marketing Activities Result in Online Purchase Decisions. Ekombis Review: Jurnal Ekonomi & Bisnis Bisnis, 11(2), 1895–1908. https://doi.org/https://doi.org/10.37676/ekombis.v11i2.5046

Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38. https://doi.org/10.1016/j.jretconser.2017.05.011

Quattelbaum, B., Breckenfelder, C., Voigt, J., & Maas, L. (2022). Possibilities and limits of virtual and augmented reality in the purchase decision process for clothing. Communications in Development and Assembling of Textile Products, 3(1). https://doi.org/10.25367/cdatp.2022.3.p42-50

Santika, E. F. (2024). Shopee, e-Commerce yang Paling Diandalkan Gen Z dan Milenial Indonesia. Https://Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2024/06/08/shopee-e-commerce-yang-paling-diandalkan-gen-z-dan-milenial-indonesia

Thakkar, K. Y., Joshi, B. B., & Kachhela, P. P. (2023). Consumer engagement with augmented reality (AR) in marketing: Exploring the use of ar technology in marketing campaigns and its impact on consumer engagement, brand experiences, and purchase decisions. Journal of Management Research and Analysis, 10(2). https://doi.org/10.18231/j.jmra.2023.017

Trivedi, J., Kasilingam, D., Arora, P., & Soni, S. (2022). The effect of augmented reality in mobile applications on consumers’ online impulse purchase intention: The mediating role of perceived value. Journal of Consumer Behaviour, 21(4). https://doi.org/10.1002/cb.2047

Whang, J. Bin, Song, J. H., Choi, B., & Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133. https://doi.org/10.1016/j.jbusres.2021.04.057

Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39. https://doi.org/10.1016/j.intmar.2017.04.001

Yim, M. Y. C., & Park, S. Y. (2019). “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations. Journal of Business Research, 100. https://doi.org/10.1016/j.jbusres.2018.10.041

Zhu, K., Kraemer, K. L., & Xu, S. (2006). The process of innovation assimilation by firms in different countries: A technology diffusion perspective on e-business. Management Science, 52(10). https://doi.org/10.1287/mnsc.1050.0487

Zhu, K., Xu, S., Kraemer, K. L., & Dedrick, J. (2006). Global convergence and local divergence in e-Commerce: Cross-Country analyses. In Global E-commerce: Impacts of National Environment and Policy. https://doi.org/10.1017/CBO9780511488603.011

Zimmermann, R., Mora, D., Cirqueira, D., Helfert, M., Bezbradica, M., Werth, D., Weitzl, W. J., Riedl, R., & Auinger, A. (2023). Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence. Journal of Research in Interactive Marketing, 17(2). https://doi.org/10.1108/JRIM-09-2021-0237

DOI: http://dx.doi.org/10.35448/jmb.v17i2.32377