Year: 2024
Type: article
Study design: Observational Study
Abstract: The Mobile Augmented Reality (MAR) application is a marketing innovation that enhances consumer experiences by enabling virtual product trials despite distance and time constraints. This study examines the impact of MAR on purchase intention through perceived enjoyment and usefulness. Data were collected via online questionnaires using purposive and snowball sampling methods and analyzed using SmartPLS. Results indicate that virtual presence and devices influence enjoyment and usefulness directly and indirectly in shaping purchase intentions. Moreover, enjoyment and usefulness are found to have a positive effect on purchase intentions.
Source: Jurnal ILMU KOMUNIKASI
Authors: Yuliana Rahail, Jeanne Ellyawati
Institution: Atma Jaya University Yogyakarta
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406380200