Evaluation on Purchase Intention of Electronic Devices in Web, AR, and VR Application with Technology Acceptance Model

Mikhael Ming Khosasih, D. Herumurti, Hadziq Fabroyir
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引用次数: 1

Abstract

This research aims to know and compare the purchase intention on the web, AR, and VR applications using Technology Acceptance Model (TAM). The background of this research is mainly due to the Covid-19 pandemic that makes the e-commerce industry grows rapidly. Nowadays, most e-commerce in Indonesia uses 2D websites, although AR and VR can be applied in e-commerce. This research involved 50 participants trying three different applications (Web, AR, and VR) and filling out online questionnaires. This research used the S-O-R framework as a research model because of interactivity as a stimulus, ease of use, usefulness, enjoyment, subjective norm as an organism, and purchase intention as a response. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to look for and to compare the effects resulting from the apps. The results of the online questionnaires also tested the validity and reliability of the research using Cronbach Alpha, Composite Reliability (CR), and Average Variance Extracted (AVE). The finding indicates that web applications had a powerful impact on purchasing intention. AR application had a positive effect but was not higher than a web application. VR application didn't have an effect to purchase intention.
基于技术接受模型的Web、AR、VR应用中电子设备购买意愿评价
本研究旨在利用技术接受模型(Technology Acceptance Model, TAM)了解并比较网络、AR和VR应用程序的购买意愿。本研究的背景主要是由于新冠肺炎疫情使得电子商务行业快速增长。目前,印度尼西亚的电子商务大多使用2D网站,尽管AR和VR可以应用于电子商务。在这项研究中,50名参与者尝试了三种不同的应用程序(Web、AR和VR),并填写了在线问卷。本研究使用S-O-R框架作为研究模型,因为交互性作为刺激,易用性,有用性,享受性,主观规范作为一个有机体,购买意愿作为一个反应。偏最小二乘结构方程模型(PLS-SEM)用于寻找和比较应用程序产生的影响。在线问卷的结果也使用Cronbach Alpha、复合信度(Composite reliability, CR)和平均方差提取(Average Variance extraction, AVE)来检验研究的效度和信度。这一发现表明,网络应用程序对购买意愿有强大的影响。AR应用具有积极作用,但并不高于web应用。虚拟现实应用对购买意愿没有影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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