Value-Based Adoption Model to Increase Purchase Intention in the Use of Virtual Try-On
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Abstract:
The rapid advancement of e-commerce, driven by the integration of Augmented Reality (AR) Virtual Try-On technology, has significantly transformed consumer purchasing behavior. This study explores the impact of AR-based Virtual Try-On on purchase intention using the Value-Based Adoption Model (VAM) framework. A quantitative approach with Structural Equation Modeling (SEM) was applied to analyze data from 318 respondents through an online survey. The respondents consisted of Generation Y (1981-1996) and Generation Z (1997-2012), representing diverse demographic backgrounds. The findings reveal that Perceived Value, Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment, and Technology Informativeness positively and significantly affect purchase intention. Perceived Value, as the core of VAM, reflects the balance between perceived benefits and sacrifices in adopting new technology. Meanwhile, other factors, such as Perceived Ease of Use and Perceived Usefulness, are adapted from the Technology Acceptance Model (TAM) to offer a broader perspective on consumer adoption of AR Virtual Try-On. This technology enhances user experience, reduces perceived product risk, and provides substantial added value for consumers. The study concludes that implementing AR-based Virtual Try-On is a crucial innovation to boost consumer engagement and loyalty, ultimately driving the growth and competitive advantage of e-commerce platforms, particularly in Indonesia.
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References
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Anifa, N., & Sanaji, S. (2022). Augmented reality users: the effect of perceived ease of use, perceived usefulness, and customer experience on repurchase intention. Journal of Business and Management Review, 3(3), 252–274. https://doi.org/10.47153/jbmr33.3462022
Beurer-Züllig, B., Rozumowski, A., & Klaas, M. (2022). Let me entertain you: the influence of augmented reality on purchasing intention in e-commerce. 55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022, 4933–4942.
Bialkova, S., & Barr, C. (2022). Virtual try-on: How to enhance consumer experience? 2022 IEEE Conference on Virtual Reality and 3D User Interfaces Abstracts and Workshops (VRW), 1–8. https://doi.org/10.1109/VRW55335.2022.00059
Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964
Dai, S., Xiao, P., & Li, H. (2024). Disassembling the components of virtual clothing presentation: exploring their impact on consumers’ perception and purchase intention. Asia Pacific Journal of Marketing and Logistics, 36(12), 3388–3409. https://doi.org/10.1108/APJML-12-2023-1187
Dargan, S., Bansal, S., Kumar, M., Mittal, A., & Kumar, K. (2023). Augmented Reality: A Comprehensive Review. Archives of Computational Methods in Engineering, 30(2), 1057–1080. https://doi.org/10.1007/s11831-022-09831-7
Daya, M., Siagian, Y. M., & Kurniawati, K. (2022). Influence Social Media Marketing Activities Against Brand Loyalty Directly Or Through Consumer Satisfaction And Brand Equity On The Largest E-Commerce In Indonesia. Jurnal Aplikasi Manajemen, 20(4), 865–877. https://doi.org/10.21776/ub.jam.2022.020.04.09
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), 912–932. https://doi.org/10.1002/cb.1993
Febbyola, R., Mardani, R. M., & Ramadhan, T. S. (2023). Analisa perceived ease of use dan perceived enjoyment terhadap behavior intention pada digital payment (Studi kasus mahasiswa Universitas Islam Malang 2019). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02). http://repository.unisma.ac.id/handle/123456789/9866
Febrianty, P. A. T., Sita, I. G. A. P. J., Devi, N., Yanthi, N. P. D., & Cahyadi, N. D. P. (2024). Augmented reality users: The effect of virtual try on, live streaming and e-service quality on online purchase intention mediated by customer satisfaction. Tennessee Research International of Social Sciences, 6(2), 42–56. http://triss.org/index.php/journal/article/view/55
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 & Management, 10(2), 2208716. https://doi.org/10.1080/23311975.2023.2208716
Guo, C., & Zhang, X. (2024). The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model. PloS One, 19(8), e0309468. https://doi.org/10.1371/journal.pone.0309468
Gupta, R., & Nair, K. (2021). Try-on with AR: Impact on sensory brand experience and intention to use the mobile app. International Journal of Information and Decision Sciences, 1–16.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). An introduction to structural equation modeling. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, 1–29.
Hsu, S. H.-Y., Tsou, H.-T., & Chen, J.-S. (2021). “Yes, we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications. Journal of Retailing and Consumer Services, 62, 102649. https://doi.org/10.1016/j.jretconser.2021.102649
Khoshroo, M., & Irani, H. R. (2024). Analyzing Augmented Reality Technology Acceptance Models by Consumers: A Systematic Literature Review. 2024 10th International Conference on Web Research (ICWR), 269–274. https://doi.org/10.1109/ICWR61162.2024.10533336
Luo, B., Li, L., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Frontiers in Psychology, 12, 640376. https://doi.org/10.3389/fpsyg.2021.640376
Moore, Z., Harrison, D. E., & Hair, J. (2021). Data quality assurance begins before data collection and never ends: What marketing researchers absolutely need to remember. International Journal of Market Research, 63(6), 693–714. https://doi.org/10.1177/14707853211052183
Mulyarahman, M. K., & Sumadi. (2023). Minat Beli Generasi Z terhadap Fashion di E-Commerce. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5 SE-Research Articles), 1–18. https://journal.uii.ac.id/selma/article/view/31642
Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021). Augmented reality in smart retailing: A (n)(A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464. https://doi.org/10.1016/j.jretconser.2021.102464
Oematan, M. E., Rahayu, S., & Trisnawati, J. D. (2024). The Effect of Perceived Usefulness and Perceived Ease of Use on Behavioral Intention Mediated by User Satisfaction in E-Commerce Users. Jurnal Ekonomi, 13(3), 472–479.
Pambudi, I. A. S., Roswinanto, W., & Meiria, C. H. (2023). Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Perceived Enjoyment Terhadap Minat untuk Terus Menggunakan Aplikasi Investasi di Indonesia. Journal of Management and Business Review; Vol 20, No 3 (2023): Special Issue Konferensi Nasional Riset Manajemen XII, 2023DO - 10.34149/Jmbr.V20i3.577 . https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/577
Phuthong, T. (2022). Use of augmented reality-based applications in online retailing and customer engagement: an empirical investigation in the context of the emerging economy of Thailand. Journal of Management Information and Decision Sciences, 25, 1–19. https://www.researchgate.net/profile/Thadathibesra-Phuthong/publication/374814463_Use_Of_Augmented_Reality-Based_Applications_In_Online_Retailing_And_Customer_Engagement_An_Empirical_Investigation_In_The_Context_Of_The_Emerging_Economy_Of_Thailand/links/6
Ratchford, B., Soysal, G., Zentner, A., & Gauri, D. K. (2022). Online and offline retailing: What we know and directions for future research. Journal of Retailing, 98(1), 152–177. https://doi.org/10.1016/j.jretai.2022.02.007
Rizkiatami, A., Masnita, Y., & Kurniawati, K. (2023). Embracing Sustainability in Purchase Behavior Using the Theory of Planned Behavior. Mix: Jurnal Ilmiah Manajemen, 13(1), 15. https://doi.org/10.22441/jurnal_mix.2023.v13i1.002
Rusti, A. D., & Masnita, Y. (2024). Tinjauan Theory of Planned Behavior dalam Mempengaruhi Purchase Intention dan Purchase Behavior melalui Social Media. 7(1), 116–130. https://doi.org/10.32493/JEE.v7i1.42567
Sanaei, F. (2024). How customers’ satisfaction change with the use of AR shopping application: A conceptuall model. ArXiv Preprint ArXiv:2401.10953.
Sarah, S., Ilmi, N., Usman, O., & Fidhyallah, N. F. (2024). The Influence of Perceived Value , Perceived Usefulness , and Perceived Price on Purchasing Decisions and Its Impact on Customer Satisfaction among Generation Z ( Study on Premium Dating App Bumble Features ). 1–19. https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/48646
Sawitri, N. L. P. A. D., & Warmika, I. G. K. (2024). The Influence Of Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoyment, And Trust On Intention To Reuse. International Journal of Economic Literature, 2(9). https://injole.joln.org/index.php/ijle/article/view/287
Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2024). Effects of virtual try-on technology as an innovative e-commerce tool on consumers’ online purchase intentions. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-05-2024-0516
Sintia, L., Siagian, Y. M., & Kurniawati, K. (2023). The Determinants of Purchase Intention in Social Commerce. Jurnal Manajemen Bisnis, 14(1), 214–237. https://doi.org/10.18196/mb.v14i1.15754
Söderström, C., Mikalef, P., Landmark, A. D., & Gupta, S. (2024). Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation. Journal of Business Research, 182, 114813.
Suhendra, A. R., & Masnita, Y. (2023). Anteseden Sikap Konsumen Terhadap Perilaku Pembelian Online. Jurnal Samudra Ekonomi Dan Bisnis, 14(1), 63–75. https://doi.org/10.33059/jseb.v14i1.5954
Wafiyyah, R. S., & Kusumadewi, N. M. W. (2021). The Effect of Perceived Usefulness, Perceived Ease Of Use, And Trust On Repurchase Intention On E Commerce Shopee. International Journal of Innovative Science, Engineering & Technology (IJISET), 8(7), 428–434. www.ijiset.com
Wang, S., Ye, Y., Ning, B., Cheah, J.-H., & Lim, X.-J. (2022). Why do some consumers still prefer in-store shopping? An exploration of online shopping cart abandonment behavior. Frontiers in Psychology, 12, 829696. https://doi.org/10.3389/fpsyg.2021.829696
Wang, X., & Cheng, Z. (2020). Cross-sectional studies: strengths, weaknesses, and recommendations. Chest, 158(1), S65–S71. https://doi.org/10.1016/j.chest.2020.03.012
Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262–294. https://doi.org/10.22146/gamaijb.32106
Yin, J., & Qiu, X. (2021). AI technology and online purchase intention: Structural equation model based on perceived value. Sustainability, 13(10), 5671. https://doi.org/10.3390/su13105671
Zheleva, A., Smink, A. R., Vettehen, P. H., & Ketelaar, P. (2021). Modifying the Technology Acceptance Model to Investigate Behavioural Intention to Use Augmented Reality BT - Augmented Reality and Virtual Reality (M. C. tom Dieck, T. H. Jung, & S. M. C. Loureiro (eds.); pp. 125–137). Springer International Publishing.
Alves, C., & Machado, J. (2024). Immersive Shopping Experiences: The Role of Augmented Reality in E-Commerce BT - Information Technology and Systems (Á. Rocha, C. Ferrás, J. Hochstetter Diez, & M. Diéguez Rebolledo (eds.); pp. 205–213). Springer Nature Switzerland.
Anifa, N., & Sanaji, S. (2022). Augmented reality users: the effect of perceived ease of use, perceived usefulness, and customer experience on repurchase intention. Journal of Business and Management Review, 3(3), 252–274. https://doi.org/10.47153/jbmr33.3462022
Beurer-Züllig, B., Rozumowski, A., & Klaas, M. (2022). Let me entertain you: the influence of augmented reality on purchasing intention in e-commerce. 55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022, 4933–4942.
Bialkova, S., & Barr, C. (2022). Virtual try-on: How to enhance consumer experience? 2022 IEEE Conference on Virtual Reality and 3D User Interfaces Abstracts and Workshops (VRW), 1–8. https://doi.org/10.1109/VRW55335.2022.00059
Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964
Dai, S., Xiao, P., & Li, H. (2024). Disassembling the components of virtual clothing presentation: exploring their impact on consumers’ perception and purchase intention. Asia Pacific Journal of Marketing and Logistics, 36(12), 3388–3409. https://doi.org/10.1108/APJML-12-2023-1187
Dargan, S., Bansal, S., Kumar, M., Mittal, A., & Kumar, K. (2023). Augmented Reality: A Comprehensive Review. Archives of Computational Methods in Engineering, 30(2), 1057–1080. https://doi.org/10.1007/s11831-022-09831-7
Daya, M., Siagian, Y. M., & Kurniawati, K. (2022). Influence Social Media Marketing Activities Against Brand Loyalty Directly Or Through Consumer Satisfaction And Brand Equity On The Largest E-Commerce In Indonesia. Jurnal Aplikasi Manajemen, 20(4), 865–877. https://doi.org/10.21776/ub.jam.2022.020.04.09
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), 912–932. https://doi.org/10.1002/cb.1993
Febbyola, R., Mardani, R. M., & Ramadhan, T. S. (2023). Analisa perceived ease of use dan perceived enjoyment terhadap behavior intention pada digital payment (Studi kasus mahasiswa Universitas Islam Malang 2019). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02). http://repository.unisma.ac.id/handle/123456789/9866
Febrianty, P. A. T., Sita, I. G. A. P. J., Devi, N., Yanthi, N. P. D., & Cahyadi, N. D. P. (2024). Augmented reality users: The effect of virtual try on, live streaming and e-service quality on online purchase intention mediated by customer satisfaction. Tennessee Research International of Social Sciences, 6(2), 42–56. http://triss.org/index.php/journal/article/view/55
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 & Management, 10(2), 2208716. https://doi.org/10.1080/23311975.2023.2208716
Guo, C., & Zhang, X. (2024). The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model. PloS One, 19(8), e0309468. https://doi.org/10.1371/journal.pone.0309468
Gupta, R., & Nair, K. (2021). Try-on with AR: Impact on sensory brand experience and intention to use the mobile app. International Journal of Information and Decision Sciences, 1–16.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). An introduction to structural equation modeling. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, 1–29.
Hsu, S. H.-Y., Tsou, H.-T., & Chen, J.-S. (2021). “Yes, we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications. Journal of Retailing and Consumer Services, 62, 102649. https://doi.org/10.1016/j.jretconser.2021.102649
Khoshroo, M., & Irani, H. R. (2024). Analyzing Augmented Reality Technology Acceptance Models by Consumers: A Systematic Literature Review. 2024 10th International Conference on Web Research (ICWR), 269–274. https://doi.org/10.1109/ICWR61162.2024.10533336
Luo, B., Li, L., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Frontiers in Psychology, 12, 640376. https://doi.org/10.3389/fpsyg.2021.640376
Moore, Z., Harrison, D. E., & Hair, J. (2021). Data quality assurance begins before data collection and never ends: What marketing researchers absolutely need to remember. International Journal of Market Research, 63(6), 693–714. https://doi.org/10.1177/14707853211052183
Mulyarahman, M. K., & Sumadi. (2023). Minat Beli Generasi Z terhadap Fashion di E-Commerce. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5 SE-Research Articles), 1–18. https://journal.uii.ac.id/selma/article/view/31642
Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021). Augmented reality in smart retailing: A (n)(A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464. https://doi.org/10.1016/j.jretconser.2021.102464
Oematan, M. E., Rahayu, S., & Trisnawati, J. D. (2024). The Effect of Perceived Usefulness and Perceived Ease of Use on Behavioral Intention Mediated by User Satisfaction in E-Commerce Users. Jurnal Ekonomi, 13(3), 472–479.
Pambudi, I. A. S., Roswinanto, W., & Meiria, C. H. (2023). Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Perceived Enjoyment Terhadap Minat untuk Terus Menggunakan Aplikasi Investasi di Indonesia. Journal of Management and Business Review; Vol 20, No 3 (2023): Special Issue Konferensi Nasional Riset Manajemen XII, 2023DO - 10.34149/Jmbr.V20i3.577 . https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/577
Phuthong, T. (2022). Use of augmented reality-based applications in online retailing and customer engagement: an empirical investigation in the context of the emerging economy of Thailand. Journal of Management Information and Decision Sciences, 25, 1–19. https://www.researchgate.net/profile/Thadathibesra-Phuthong/publication/374814463_Use_Of_Augmented_Reality-Based_Applications_In_Online_Retailing_And_Customer_Engagement_An_Empirical_Investigation_In_The_Context_Of_The_Emerging_Economy_Of_Thailand/links/6
Ratchford, B., Soysal, G., Zentner, A., & Gauri, D. K. (2022). Online and offline retailing: What we know and directions for future research. Journal of Retailing, 98(1), 152–177. https://doi.org/10.1016/j.jretai.2022.02.007
Rizkiatami, A., Masnita, Y., & Kurniawati, K. (2023). Embracing Sustainability in Purchase Behavior Using the Theory of Planned Behavior. Mix: Jurnal Ilmiah Manajemen, 13(1), 15. https://doi.org/10.22441/jurnal_mix.2023.v13i1.002
Rusti, A. D., & Masnita, Y. (2024). Tinjauan Theory of Planned Behavior dalam Mempengaruhi Purchase Intention dan Purchase Behavior melalui Social Media. 7(1), 116–130. https://doi.org/10.32493/JEE.v7i1.42567
Sanaei, F. (2024). How customers’ satisfaction change with the use of AR shopping application: A conceptuall model. ArXiv Preprint ArXiv:2401.10953.
Sarah, S., Ilmi, N., Usman, O., & Fidhyallah, N. F. (2024). The Influence of Perceived Value , Perceived Usefulness , and Perceived Price on Purchasing Decisions and Its Impact on Customer Satisfaction among Generation Z ( Study on Premium Dating App Bumble Features ). 1–19. https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/48646
Sawitri, N. L. P. A. D., & Warmika, I. G. K. (2024). The Influence Of Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoyment, And Trust On Intention To Reuse. International Journal of Economic Literature, 2(9). https://injole.joln.org/index.php/ijle/article/view/287
Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2024). Effects of virtual try-on technology as an innovative e-commerce tool on consumers’ online purchase intentions. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-05-2024-0516
Sintia, L., Siagian, Y. M., & Kurniawati, K. (2023). The Determinants of Purchase Intention in Social Commerce. Jurnal Manajemen Bisnis, 14(1), 214–237. https://doi.org/10.18196/mb.v14i1.15754
Söderström, C., Mikalef, P., Landmark, A. D., & Gupta, S. (2024). Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation. Journal of Business Research, 182, 114813.
Suhendra, A. R., & Masnita, Y. (2023). Anteseden Sikap Konsumen Terhadap Perilaku Pembelian Online. Jurnal Samudra Ekonomi Dan Bisnis, 14(1), 63–75. https://doi.org/10.33059/jseb.v14i1.5954
Wafiyyah, R. S., & Kusumadewi, N. M. W. (2021). The Effect of Perceived Usefulness, Perceived Ease Of Use, And Trust On Repurchase Intention On E Commerce Shopee. International Journal of Innovative Science, Engineering & Technology (IJISET), 8(7), 428–434. www.ijiset.com
Wang, S., Ye, Y., Ning, B., Cheah, J.-H., & Lim, X.-J. (2022). Why do some consumers still prefer in-store shopping? An exploration of online shopping cart abandonment behavior. Frontiers in Psychology, 12, 829696. https://doi.org/10.3389/fpsyg.2021.829696
Wang, X., & Cheng, Z. (2020). Cross-sectional studies: strengths, weaknesses, and recommendations. Chest, 158(1), S65–S71. https://doi.org/10.1016/j.chest.2020.03.012
Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262–294. https://doi.org/10.22146/gamaijb.32106
Yin, J., & Qiu, X. (2021). AI technology and online purchase intention: Structural equation model based on perceived value. Sustainability, 13(10), 5671. https://doi.org/10.3390/su13105671
Zheleva, A., Smink, A. R., Vettehen, P. H., & Ketelaar, P. (2021). Modifying the Technology Acceptance Model to Investigate Behavioural Intention to Use Augmented Reality BT - Augmented Reality and Virtual Reality (M. C. tom Dieck, T. H. Jung, & S. M. C. Loureiro (eds.); pp. 125–137). Springer International Publishing.