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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Thomas Budhyawan Yudha
Department of Management, Faculty of Economics and Business, Padjadjaran University
Economics, Econometrics & Finance

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The influence of augmented reality (AR) technology on online purchase intention through customer experience as a mediating variable Riviera Clarissa; Thomas Budhyawan Yudha
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.23992

Abstract

This study aims to examine the effect of augmented reality (AR) on online purchase intention, with customer experience as a mediating variable, in the context of beauty product shopping via e-commerce. The research was conducted on users who had experienced Shopee’s AR features, BeautyCam and SkinCam, through a quantitative method using PLS-SEM. The findings show that AR positively influences both customer experience and online purchase intention. Furthermore, customer experience significantly mediates the relationship between AR and online purchase intention. These results suggest that AR enhances the shopping experience by making it more interactive and immersive, which in turn strengthens customers’ intention to purchase. This study highlights the strategic value of AR in improving customer engagement and conversion, especially in the beauty sector. However, it is limited to a single e-commerce platform and product category. Future research may explore different contexts or compare multiple AR implementations across platforms. Keywords: Augmented Reality; Customer Experience; Online Purchase Intention; E-Commerce; Beauty Product
Co-Authors Riviera Clarissa