Enhancing Consumer Engagement in Online Retailing Business with Augmented Reality Applications
Article Sidebar
Main Article Content
Abstract
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.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All published articles are SJMS’s copyright. The editorial board allows all published articles to be copied, excerpted, or disseminated with academic citation.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Altalhi, M. M. (2020). Social co-creation acceptance among females in Saudi Arabia. Cogent Business & Management, 7(1), 1-17. https://doi.org/10.1080/23311975.2020.1739489.
Al-Jundi, S. A., Shuhaiber, A., & Augustine, R. (2019). Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value. Cogent Business & Management, 6(1), 2-21. https://doi.org/10.1080/23311975.2019.1698849.
Avcilar, M. Y., & Özsoy, T. (2015). Determining the Effects of Perceived Utilitarian and Hedonic Value on Online Shopping Intentions. International Journal of Marketing Studies; 7(6), 27-49.
Bhattacherjee, A., & Lin, C. P. (2015). A unified model of IT continuance: Three complementary perspectives and crossover effects. European Journal of Information Systems, 24(5), 364-373.
Blasco-Arcas, L., Hernandez-Ortega, B. I., & Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559-589.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271.
Chakraborty, S., & Soodan, V. (2019). Examining Utilitarian and Hedonic Motivations in Online Shopping in India: Moderating Effect of Product Browsing Behavior. International Journal of Recent Technology and Engineering (IJRTE), 8(1C2), 117-125.
Chang, K. C. (2013). How reputation creates loyalty in the restaurant sector. International Journal of Contemporary Hospitality Management, 25(4), 536-557.
Chiu, C., Wang, E.T.G., Fang, Y., & Huang, H. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 10(5), 439-450. https://doi.org/10.1108/APJML-10-2018-0403.
Chun, H., Lee, H., & Kim, D. (2012). The integrated model of smartphone adoption: hedonic and utilitarian value perceptions of smartphones among Korean college students. Cyberpsychology, Behavior, and Social Networking, 15(9), 473-479.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly. 13(3), 319-339.
Electronic Transactions Development Agency. (2020). Thailand Internet User Behavior 2019, Retrieved April 5, 2020, from https://www.etda.or.th/publishing-detail/thailand-internet-user-behavior-2019.html
Electronic Transactions Development Agency. (2020). ETDA Annual Report 2019, Retrieved April 5, 2020, from https://www.etda.or.th/publishing-detail/etda-annual-report-2019.html
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equations with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd ed. Thousand Oaks, CA: Sage.
Hartman, J. B., Shim, S., & Barber, B. (2006). Adolescents’ utilitarian and hedonic Web consumption behavior: hierarchical influence of personal values and innovativeness. Psychology Marketing, 23(10), 813-839.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS Path Modeling in New Technology Research: updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.
Hu, M. Y., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019-1041.
Jackson, J. D., Yi, M. Y., & Park, J. S. (2013). An empirical test of three mediation models for the relationship between personal innovativeness and user acceptance of technology. Information Management, 50(4), 154-161.
Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56(1), 361-370.
Krey, N., Chuah, S. H. W., Ramayah, T., & Rauschnabel, P. A. (2019). How functional and emotional ads drive smartwatch adoption: The moderating role of consumer innovativeness and extraversion. Internet Research, 29(3), 578-602.
Lim, X. J., Cheah, J. H., Waller, D. S., Ting, H., & Ng, S. I. (2019). What s-commerce implies? Repurchase intention and its antecedents. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-03-2019-0145. In press.
Lin, J., Li, L., Yan, Y., & Turel, O. (2018). Understanding Chinese consumer engagement in social commerce: The roles of social support and swift guanxi. Internet Research, 28(1), 2-22.
Luo, Y., & Ye, Q. (2019). Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value. Sustainability, 11(19), 1-18.
Lusch, R., Vargo, S.L., & Wessels, G. (2008). Toward a conceptual foundation for service science: contributions from service-dominant logic. IBM Systems Journal, 47(1), 5-14.
Mouakket, S., & Al-hawari, M.A. (2012). Examining the antecedents of e-loyalty intention in an online reservation environment. The Journal of High Technology Management Research, 23(1), 46-57.
Ngo, H. Q., Nguyen, T. H., & Kang, G. D. (2019). The Effect of Perceived Value on Customer Engagement with the Moderating Role of Brand Image: A Study Case in Vietnamese Restaurants. International Journal of Innovative Technology and Exploring Engineering, 8(7C2), 451-461.
Noh, M., Runyan, R., & Mosier, J. (2014). Young consumers’ innovativeness and hedonic/utilitarian cool attitudes. International Journal of Retail & Distribution Management, 42(4), 267-280.
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350-1359.
Papagiannidis, S., Pantano, E., See-To, E. W. K., Dennis, C., & Bourlakis, M. (2017). To immerse or not? Experimenting with two virtual retail environments. Information Technology & People, 30(1), 163-188.
Pullman, M.E., & Gross, M.A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors. Decision Sciences, 35(3), 551-578.
Quester, P., & Lim, A. (2003). Product involvement/brand loyalty: is there a link?. Journal of Product & Brand Management, 12(1), 22-38.
Riek, M, Bohme, R., & Moore, T. (2016). Measuring the Influence of Perceived Cybercrime Risk on Online Service Avoidance. IEEE TRANSACTIONS ON DEPENDABLE AND SECURE COMPUTING, 3(2), 261-273.
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research. Heidelberg: Springer.
Slade, E. L., Dwivendi, Y. K., Piercy, N. C., & Williams, M. D. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom: extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860-873.
Tseng, F. M., & Chiang, H. Y. (2013). Exploring consumers to buy innovative products: Mobile phone upgrading intention. The Journal of High Technology Management Research, 24(2), 77-87.
UNCTAD. (2019). UNCTAD B2C E-COMMERCE INDEX 2019. Retrieved April 5, 2020, from https://unctad.org/en/PublicationsLibrary/tn_unctad_ict4d14_en.pdf
Vijay, T. S., Prashar, S., & Sahay, V. (2019). The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 14(1), 1-15.
Wang, H. Y., & Wang, S. H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29(1), 598-608.
Wu, L., & Stilwell, M. A. (2018). Exploring the marketing potential of location-based mobile games. Journal of Research in Interactive Marketing, 12(1), 22-44.
Xiang, J. Y., Jing, L. B., Lee, H. S., & Choi, Y. I. (2015). A comparative analysis on the effects of perceived enjoyment and perceived risk on hedonic/utilitarian smartphone applications. International Journal of Networking and Virtual Organisations, 15(2-3), 120-135.
Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262-270.
Yu, H., Zhang R., & Liu, B. (2018). Analysis on Consumers’ Purchase and Shopping Well-Being in Online Shopping Carnivals with Two Motivational Dimensions. Sustainability, 10(12), 1-18.