The impact of augmented reality on consumer behavior in fashion e-commerce

• Autor(a) principal: Neto, Maria Regadas Miranda
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30634
• topic: Augmented reality; Fashion e-commerce; Comportamento do consumidor -- Consumer behavior; Purchase intention; Realidade aumentada; Intenção de compra

Augmented Reality (AR) is a technology that is transforming consumer behavior in fashion e-commerce. However, some brands and consumers have doubts about its value, and it is necessary to make them aware of the positive impact that AR has on purchasing decisions, as well as the external factors that have the greatest influence on its use and acceptance, so that it becomes increasingly widespread in fashion e-commerce. The design of this research model is based on the Technology Acceptance Model (TAM) and the analysis model used to test the conceptual model was Partial Least Squares Structural Equation Modeling (PLS-SEM), in which a quantitative study was conducted through a questionnaire. One of the aspects of the extracted score of the latent construct is the Important Performance Map Analysis (IPMA), which expands the results of PLS-SEM (Ringle et al., 2022). Results indicate that the variables Product Involvement and Perceived Usefulness have a great influence on consumer behavior regarding the use of augmented reality in fashion e-commerce. When consumers are highly involved with a product, their expectations are high, as is the fear of being disappointed. In this way, this technology is proving to be very useful in the fashion e-commerce, as it provides confidence to the consumer, reducing their doubts at the time of the purchase decision. Thus, this research contributes to the literature regarding the external factors that have the greatest influence on consumer behavior and, consequently, on the brands that use this technology.