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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Journal of Regional and City Planning Jurnal Administrasi Kesehatan Indonesia The Asian Journal of Technology Management (AJTM) Binus Business Review Syntax Literate: Jurnal Ilmiah Indonesia Journal of Innovation, Business and Entrepreneurship Almana : Jurnal Manajemen dan Bisnis International Journal of Applied Business Research Jurnal Doktor Manajemen (JDM) Indonesian Journal of Electrical Engineering and Computer Science Jurnal Transportasi Multimoda Journal of the Civil Engineering Forum Cerdika: Jurnal Ilmiah Indonesia Eduvest - Journal of Universal Studies Journal of Consumer Study and Applied Marketing Journal Integration of Management Studies
Belgiawan, Prawira Fajarindra
School of Business and Management, Institut Teknologi Bandung
Aerospace Engineering Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Transportation Other

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Journal : Binus Business Review

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Consumer Perception and the Evaluation to Adopt Augmented Reality in Furniture Retail Mobile Application Muhamad Abdilah Ramdani; Prawira Fajarindra Belgiawan; Fitri Aprilianty; Mustika Sufiati Purwanegara
Binus Business Review Vol. 13 No. 1 (2022): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v13i1.7801

Abstract

The importance of retailers to utilize interactive technology, such as Augmented Reality (AR), in their mobile applications is considered due to the change in consumer behavior from in-store to online. However, there is limited study in understanding consumer perception to evaluate the effectiveness of AR implemented by retailers during the COVID-19 pandemic in developing countries like Indonesia. The research examined the relationship between AR characteristics, consumer perception, and attitude toward AR in mobile furniture retail applications. The intention to adopt was also included in measuring behavioral responses. Using 383 valid data, the researchers empirically tested the insights through Partial Least Square-Structural Equation Modelling (PLS-SEM). The results reveal that AR characteristics have a significant influence on consumer perception. Besides, perceived functional benefit and trust in AR directly relate to attitude toward AR and indirect on intention to adopt AR applications. Thus, the research provides managerial implications for retailers to adopt AR technology as interactive media to enhance customer experience during online shopping in the current and after the pandemic. It is also expected to help government regulation in digital infrastructure to support AR implementation in industry and users’ data privacy. In addition, the research contributes to theoretical development in AR adoption, interactive marketing, and consumer behavior.
Co-Authors Adzhani, Indira Ayu Akhmad Rizal Arifudin Amalia, Hanif Mentari Anggiana, Hanna Annisa Rahmani Qastharin Anzy Indrashanty Arsallia, Sheryta Bambang Pramono Cariera, David Dedy Cahyadi Dedy Sushandoyo Dimas Bayu Endrayana Dharmowijoyo Dirgoaji, Chrisnanda Mukti Elviana R. Simbolon Faridian Wirayat, Mohamed Yusuf Ferica, Michelle Fitri Aprilianty Gumilang, Muhammad Pring Ligar Hapsari, Yustisiana Tika Harimukti Wandebori Hasriwan Putra Herawati Herawati Herma Juniati Idham, Idham Ikhsani, Nadine Maura Ikhsani, Nadine Maura Intariani, Diah Dewi Irawati Andriani Jasmine Shafira, Jasmine Liane Okdinawati LIANE OKDINAWATI, LIANE Lidia Mayangsari Listantari Listantari Maria Magdalena Marlia Herwening Mayangsari, Lidia Muhamad Abdilah Ramdani MUHAMAD RIZKI Muhammad Rafi Fathurahman Muharrama, Rivadi Ariq Mursyid Hasan Basri Mustika Sufiati Purwanegara Natalie, Gabriella Nisful Laila Nofela, Nabilla Putri Nugraha, Ivan Zacky Nur Alim, Muhammad Iqbal Oktofa yudha Sudrajad Persada, Satria Fadil Putri, Christina Ari Pramono Putri, Navissa Syahnindita Raden Aswin Rahadi Ramadhan, Mochamad Ramadhan, Yusuf Afif Reslyana Dwitasari Reza Ashari Nasution Rita Pasaribu Rudito, Priyanto Sakti, Satrio Pramanta Salsabila, Unik Hanifah Samardhya, Kalyana Anjani Santoso, M. Setyawan Satara, Ashifa Setiawan, Christoforine Agatha Subekti, Muhammad Raka Rio Imam Subiakto Soekarno Suci Susanti Sudarso Kaderi Wiryono Sugiyanto Sugiyanto Suwarno, Bukky Tanzil, Devina Tri Basuki Joewono Umiyatun hayati Triastuti Utari, Beatrice Amabella Wardhana, Sokha Wawan Dhewanto Win Akustia Windasari, Nila Armelia Wirayat, Mohamed Yusuf Faridian Yessi Gusleni Yudha, Jerry Pima yuveline aurora