THE SYNERGISTIC EFFECT OF AR INTERACTIVITY AND PERSONALIZATION ON CONSUMER BEHAVIOR IN E-COMMERCE
DOI:
https://doi.org/10.35794/jmbi.v11i2.57176Abstract
This study investigates the impact of Augmented Reality (AR) interactivity on digital behavioral intentions in e-commerce, with AR personalization serving as a mediating variable. Focusing on 148 Generation Z respondents in Indonesia who have used AR Try-On features, the research employs a quantitative approach using an online questionnaire and data analysis via Structural Equation Modeling (SEM) through SmartPLS. The results demonstrate that AR interactivity significantly enhances digital behavioral intentions, while personalization amplifies this effect by tailoring AR experiences to individual preferences. The combined influence of interactivity and personalization is particularly strong, highlighting the importance of integrating these elements into e-commerce strategies. These findings are especially relevant in the context of Indonesia's rapidly growing e-commerce market, where consumer preferences are diverse and technology adoption is high. The study provides actionable insights for e-commerce businesses aiming to optimize their digital marketing strategies by leveraging AR technologies to drive higher engagement, satisfaction, and conversion rates. Limitations of the study include the sample size and reliance on self-reported data, suggesting avenues for future research with larger and more diverse samples.
Keywords: Augmented Reality (AR), Digital Behavioral Intentions, Interactivity, Personalization, E-commerce, Gen Z, Digital Marketing
References
APJII. (2023). Laporan Survei Internet APJII 2023. Retrieved from APJII.
Bai, X., et al. (2023). Augmented Reality and Consumer Engagement: A Review and Future Directions. Journal of Interactive Marketing, 55(2), 35-50. https://doi.org/10.1016/j.intmar.2023.02.004.
Chen, M., et al. (2022). Personalization in Augmented Reality: A Comprehensive Review and Research Agenda. International Journal of Information Management, 64(4), 80-92. https://doi.org/10.1016/j.ijinfomgt.2022.102433.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345.
Firellsya, G., Kembau, A. S., Bernanda, D. Y., & Christin, L. (2024). Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2. Jurnal Informatika Ekonomi Bisnis, 184-196. https://doi.org/10.33005/jebi.v11i2.185.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6. https://doi.org/10.1016/j.jretai.2016.12.008.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57-71. https://doi.org/10.1016/j.intmar.2020.04.001.
Huang, T., et al. (2021). The Role of Personalization in Augmented Reality for E-Commerce. Journal of Retailing and Consumer Services, 59, 102-115. https://doi.org/10.1016/j.jretconser.2021.102119.
Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioral responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987-1011. https://doi.org/10.1080/0267257X.2016.1174726.
Laimeheriwa, I. B., & Kembau, A. S. (2024). Pengaruh Kepercayaan Akan Simulasi Virtual Try On terhadap Niat Beli di E-commerce. Syntax Literate; Jurnal Ilmiah Indonesia, 9(1), 241-257. https://doi.org/10.36418/syntax-literate.v9i1.4236.
Liu, Y., et al. (2022). Augmented Reality and Its Impact on Consumer Purchase Intention: An Empirical Study. Journal of Business Research, 142, 394-405. https://doi.org/10.1016/j.jbusres.2021.12.053.
McKinsey & Company. (2022). The Growth of E-commerce in Southeast Asia. Retrieved from McKinsey & Company.
McKinsey & Company. (2022). The future of online shopping: Strategic insights for a connected world. Retrieved from McKinsey & Company.
Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38, 81-95. https://doi.org/10.1016/j.jretconser.2017.05.011.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234. https://doi.org/10.1016/j.jretconser.2016.10.005.
Ringle, C. M., Sarstedt, M., & Sinkovics, R. R. (2022). Handbook of Partial Least Squares: Concepts, Methods and Applications. Springer. https://doi.org/10.1007/978-3-642-16345-6.
Wardhana, A., Kembau, A. S., Kumaat, A. P., & Sunara, T. A. (2023). The Antesenden Kepuasan Konsumen Melalui Kualitas Layanan Elektronik Pada Pembelanjaan Online Urban Consumer Di DKI Jakarta. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 10(2), 1395-1401. https://doi.org/10.35794/jmbi.v10i2.43689.
