UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| This study aims to develop an augmented reality App as an innovative branding method to improve the marketing of online furniture shopping among young Chinese adults. The study seeks to investigate the relationship between augmented reality design and three distinct design domains: interaction design, service design, and experience design. This study utilizes Jesse James Garrett_s model to develop and validate the efficacy of a personalized online furniture buying App named _IHome AR_ to study the behavioral intentions of young adults, specifically their likelihood to participate in online shopping. The software was evaluated using Jesse James Garrett_s User Experience paradigm, which was adapted to include and apply the Unified Theory (UTAUT) model. This study utilizes the UTAUT-LK model, which comprises five variables: performance expectancy, effort expectancy, facilitating condition, social influence, and hedonic motivation. The gathered data were analyzed using SPSS and AMOS software. The five hypotheses were assessed using non-parametric statistics and structural equation modeling (SEM). SEM tests revealed that performance expectancy (PE, b = 0.174, p = 0.013), effort expectancy (EE, b = 0.165, p = 0.017), social influence (SI, b = 0.145, p = 0.036), facilitating condition (FC, b = 0.142, p = 0.033), and hedonic motivation (HM, b = 0.191, p = 0.008) all had a statistically significant positive influence on behavioral intention. The researchers suggested six recommendations for creating augmented reality online furniture purchasing tailored for young adults. The study suggests that developing an online furniture purchasing App with augmented reality capabilities could enhance young adults_ likelihood to use the developed App and improve their shopping experience. The developed app serves as cornerstone for future researchers to explore the role of augmented reality in e-commerce, and offers businesses a tested model to enhance customer interaction, improve marketing strategies, and drive long-term adoption of AR technology. |
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