A STUDY OF BEHAVIORAL INTENTION TO USE AUGMENTED REALITY FOR APPAREL PRODUCTS SHOPPING ON E-COMMERCE PLATFORMS IN THAILAND

Authors

  • Chontida Chatsirichai Ph.D. Candidate, Doctor of Philosophy, Innovative Technology Management, Assumption University
  • Rawin Vongurai Program Director, Doctor of Philosophy, Innovative Technology Management, Assumption University
  • Thanatchaporn Jaruwanakul Associate Director, Strategic Policy Development, True Corporation Public Company Limited

Keywords:

Performance Expectancy, Effort Expectancy, Social Influence, Attitude Toward Using, Perceived Enjoyment, Innovativeness, Behavioral Intention

Abstract

This research aims to investigate the determinants of behavioral intention to use augmented reality (AR) for apparel products shopping on e-commerce platforms in Thailand. Key variables are performance expectancy, effort expectancy, social influence, attitude toward using, perceived enjoyment, innovativeness and behavioral intention. The data (n=450) were collected, applying nonprobability sampling technique; judgmental, quota and convenience sampling. The data were analyzed, using descriptive statistics, confirmatory factor analysis (CFA) and structural equation modeling (SEM) methodology. The result showed that performance expectancy, effort expectancy, perceived enjoyment and innovativeness had significant effects on behavioral intention. Also, innovativeness significantly affected perceived enjoyment. On the other hand, social influence and attitude toward using had no significant effect on behavioral intention. Academic researchers, business leaders and marketers are recommended to improve user interface and user experience of AR technology to raise higher adoption rate among consumers.

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Published

2022-12-29

Issue

Vol. 8 No. 2 (2022): July-December, 2022

Section

Research Articles

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