The influence of augmented reality on E-commerce: A case study on fashion and beauty products

Figures & data

Figure 1. Proposed conceptual model.

Figure 2. Research methods.

Table 1. Respondents’ demographics

Demographics		Number of Respondents	Percentage
Gender	Men	154	28.1%
	Women	395	71.9%
Age	>45 years old	3	0.5%
	17–25 years old	352	64.1%
	26–35 years old	188	34.2%
	36–45 years old	6	1.1%
Domicile	Aceh	1	0.2%
	Bali/NTT/NTB	48	8.7%
	Greater Jakarta	273	49.7%
	Jawa (Non-Greater Jakarta)	193	35.2%
	Kalimantan	3	0.5%
	Sulawesi	2	0.4%
	Sumatera	29	5.3%
What e-commerce is used to use the virtual try-on feature?	Shopee	255	33.33%
	JD.ID	5	0.65%
	Saturdays	187	24.44%
	Sephora	80	10.46%
	Lazada	42	5.49%
	Lainnya	196	25.62%
What products have you tried using the virtual try-on feature in e-commerce?	Fashion (eyeglasses)	191	33.4%
	Makeup (lipstick, blush, etc.)	381	66.6%

Table 2. CR, CA, and AVE values

Variable	CR	CA	AVE
VI	0.99	0.83	0.97
IF	0.84	0.76	0.57
QT	0.94	0.84	0.63
NV	0.91	0.80	0.72
HV	0.91	0.91	0.72
ST	0.90	0.91	0.70
CI	0.83	0.90	0.55
PI	0.90	0.83	0.69
IN	0.83	0.90	0.62

Table 3. Goodness-of-fit values

Goodness-of-fit (GoF) criteria	Cut-off Value	Value	Description
CMIN/df	<2.0	1.995	Good Fit
RMSEA	$\le$ 0.08	0.045	Good Fit
NFI	$\ge$ 0.9	0.921	Good Fit
CFI	$\ge$ 0.9	0.958	Good Fit
GFI	$\ge$ 0.9	0.91	Good Fit
TLI	$\ge$ 0.9	0.95	Good Fit
RMR	$\le$ 0.05	0.039	Good Fit

Table 4. R² values

Variable	R^2	Description
HV	0.590	Strong
ST	0.103	Weak
CI	0.386	Moderate
PI	0.340	Moderate

Table 5. Hypotheses testing results

Hypothesis				Estimate	Lower	Upper	P	Description
H1	IN	→	HV	0.136	0.017	0.259	0.021	Accepted
H2	VI	→	HV	0.144	0.031	0.318	0.098	Rejected
H3	NV	→	HV	0.604	0.487	0.749	0.002	Accepted
H4	QT	→	HV	−0.025	0.100	0.051	0.581	Rejected
H5	IF	→	HV	−0.003	−0.163	0.153	0.979	Rejected
H6	HV	→	ST	0.588	0.461	0.707	0.003	Accepted
H7	ST	→	CI	0.621	0.539	0.690	0.002	Accepted
H8	CI	→	PI	0.581	0.465	0.677	0.002	Accepted

Table

Code	Measurement Items	References
IN1	I have full control of the AR feature’s navigation menu.	McLean and Wilson (2019), Kowalczuk et al. (2020)
IN2	I have complete control over the products and variations available through the AR feature.
IN3	I have full control over the duration to see the product through the AR feature.
IN4	I can interact with virtual product displays through AR features to get product-related information that fits my specific needs.
VI1	I feel the visual appearance of the product on the AR feature is clear.	McLean and Wilson (2019)
VI2	I feel that the visual appearance of the AR feature is detailed.
VI3	I feel that the visual appearance of the product on the AR feature looks realistic.
VI4	I feel that the visual appearance of the product on the AR feature looks clear.
IF1	I get detailed product information by using the AR feature of an e-commerce application.	Kowalczuk et al. (2020)
IF2	I get complete product information by using the AR feature in an e-commerce application.
IF3	I can make shopping decisions from the information I get when using AR features in e-commerce applications.
IF4	I can compare product information with other products when using the AR feature in e-commerce applications.
QT1	I feel that the AR feature in e-commerce applications displays product visualizations quickly.	Kowalczuk et al. (2020)
QT2	I feel that the AR feature in e-commerce applications can be relied upon to carry out its functions properly without any problems/errors on the system.
QT3	I feel that the AR features in e-commerce are working for my purposes.
QT4	I assume that there are no problems using AR features in e-commerce applications.
NV1	I feel that the AR feature gives a new look to the user the first time they try the product.	McLean and Wilson (2019)
NV2	I feel that the AR feature gives a unique look to each product.
NV3	I feel that the AR feature makes a difference for each product.
NV4	I feel that the AR features show something unusual for each product.
HV1	I feel that e-commerce applications equipped with AR features are more fun.	Nikhashemi et al. (2021)
HV2	I feel the time I spent using the virtual try-on feature was a good thing.
HV3	The virtual try-on feature entertains me by seeing a new view of myself when trying products virtually.
HV4	I feel happy when I use the virtual try-on feature.
ST1	I feel satisfied because my need to try products is fulfilled by using AR features in e-commerce.	Butt et al. (2021), McLean and Wilson (2019)
ST2	I am satisfied with the suitability of product visualization when using AR features in e-commerce.
ST3	The experience of using the AR feature is in line with my expectations.
ST4	Overall, I feel satisfied in using the AR feature in e-commerce to try a product.
CI1	I intend to continue using the AR features of this app.	Nikhashemi et al., (2021)
CI2	I will be using the AR feature of this app a lot in the future.
CI3	I would recommend the app’s AR features to others.
CI4	I will be using the AR features of this app regularly in the future.
PI1	I will buy a product that I have previously tried through the virtual try-on feature available on e-commerce soon. (e.g., already added the product to your cart and will pay for it soon).	Arghashi (2022), Qin et al. (2021)
PI2	I want to buy a product that I have previously tried through the virtual try-on feature available on e-commerce soon (e.g., there is a desire to buy a product but have not taken any action).
PI3	I hope to buy a product that I have previously tried through the virtual try-on feature available on e-commerce soon. (Example: Adding the product to my wish list).
PI4	I will recommend the product that I tried through the virtual try-on feature.

McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101(12), 210–224. https://doi.org/10.1016/j.chb.2019.07.002

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Butt, A., Ahmad, H., Muzaffar, A., Ali, F., & Shafique, N. (2021). WOW, the makeup AR app is impressive: A comparative study between China and South Korea. The Journal of Services Marketing, 36(1), 73–88. https://doi.org/10.1108/jsm-12-2020-0508

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Arghashi, V. (2022). Shopping with augmented reality: How wow-effect changes the equations! Electronic Commerce Research and Applications, 54(4), 101166. https://doi.org/10.1016/j.elerap.2022.101166

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Qin, H., Osatuyi, B., & Xu, L. (2021). How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services, 63(6), 102680. https://doi.org/10.1016/j.jretconser.2021.102680

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