The effect of ar technology on purchase intention on e-commerce applications of young consumers in Ho Chi Minh city

Abstract

Currently, electronic commerce applications (ECAs) implementing Augmented Reality (AR) are becoming increasingly popular and attracting young consumers. This study aims to examine the influence of AR factors: Interactivity (TTT), Escape experience (TT), AR quality (CL) on the perception of AR value: Utilitarian value (TD), Satisfaction (SHL), Trust (NT), and ultimately its impact on Purchase intention (YD). The study surveyed 307 young consumers in Ho Chi Minh City. The results of Structural Equation Modeling (SEM) analysis show that Satisfaction has the strongest positive impact on Purchase intention. Based on the research findings, our group has drawn implications for improving and developing appropriate strategies for AR factors to enhance the effectiveness of electronic commerce applications applications.