The Effect of Augmented Reality Shopping on E-Consumer Satisfaction
The Effect of Augmented Reality Shopping on E-Consumer Satisfaction

Summary/Abstract: The development of technology and the internet has brought great changes to the way consumers shop. The traditional way of visiting a store is considered no longer relevant, replaced with online shopping through social media, websites, and e-commerce. But the problem encountered is consumers cannot observe from various sides and details, touch and try the product. One of the solutions currently provided is through application of augmented reality. However, the application of this technology to online shopping media is still limited, therefore this research analyzes the effect of augmented reality shopping on e-satisfaction from 89 consumers in South Jakarta, Indonesia. Data were analyzed using SEM-PLS and smartPLS software package. The analysis results indicated that perceived augmentation and playfulness directly affect augmented quality (coeff = 0.396 and 0.286, respectively) while convenience and playfulness directly affect e-satisfaction (coeff = 0.478 and 0.221, respectively). Convenience gives a greater total effect on e-satisfaction than playfulness while perceived augmentation gives a greater total effect on augmented quality than playfulness. Finally, the presence augmented quality significantly increases the influence of convenience and playfulness on e-satisfaction.

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