Augmented reality users: The effect of virtual try on, live streaming and e-service quality on online purchase intention mediated by customer satisfaction
Keywords:
Virtual try on, live streaming, e-service quality, customer satisfaction, online purchase intentionAbstract
Research aim: Research Objectives: The purpose of this study is to examine the effect of virtual try-on variables and e-service quality in influencing consumers' online purchase intention in online shopping. This study examines the role of customer satisfaction as well in the mediation of the effect of e-service quality in the system of online purchase intention. Design/Method/Approach: This study uses a quantitative approach with a descriptive research type, which explains the description of each research variable, such as the virtual try on, live streaming, e-service quality, customer satisfaction and online purchase intention. The research instrument used is the questionnaire distributed which is done online. The sample size was taken in the amount as 120 respondents with the sampling method that used purposive sampling. The analysis technique uses SEM PLS. Research Findings: The results appeared to be that 1) Virtual Try On has a positive and significant effect on the online purchase intention. 2) In this part, the live streaming has a positive and essential effect on the online purchase intention. 3) E-service quality has such a positive and qualified effect on online purchase intention. 4) E-service quality has a positive and significant effect on the customer satisfaction. 5) Customer satisfaction has to be happened with the positive and significant effect on the online purchase intention. 6) Customer satisfaction is being able to mediate the e- service quality in influencing the online purchase intention. Theoretical Contribution/Originality: This research provides theoretical implications that the overall results support several pre-existing studies based on the grand theory of consumer behavior. Practical Implications: It is seen based on the research results, it is happened to be expected that the management can pay more attention to the website design, the fulfillment aspects, consider para-social interactive in order to interact more with viewers, improve the vividness aspect to identify facial features realistically. Research Limitations: Respondents in this study were consumers in Denpasar area, Bali hence, the results of the study cannot be generalized to other regions in the province.
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