Enhancing Consumer Engagement in Online Retailing Business with Augmented Reality Applications

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Thadathibesra Phuthong


          The objective of this research was to examine the model of consumer engagement in the context of online retailing business with an augmented reality application. The samples are 400 consumers who had experience using augmented reality for online retailing business applications. The research instrument was a questionnaire. Statistical analysis composes of descriptive statistics and structural equation model analysis by the Partial Least Squares technique. The results found that digital service experience had an influential factor that influencing consumer engagement through hedonic value and utilitarian value by the perceived ease of use, social influence, and personal innovativeness as the causal factor. The results of this study provided useful guidance to online retailing business entrepreneurs by paying attention to the role of digital service experience which a result from the perceived hedonic value and the perceived utilitarian value of augmented reality technology applications by the perceived ease of use, social influence, and personal innovativeness for enhancing better consumer engagement.


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บทความวิจัย (Research Article)
Author Biography

Thadathibesra Phuthong, Faculty of Management Science, Silpakorn University

คณะวิทยาการจัดการ มหาวิทยาลัยศิลปากร 1 หมู่ 3 ต. สามพระยา อ. ชะอำ จ. เพชรบุรี 76120


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