Research Article
Technology Acceptance and Customer Perception of Augmented Reality (AR) in Indonesian Beauty Industry
@INPROCEEDINGS{10.4108/eai.22-7-2020.2307916, author={Kiko Mei Kristi and Nurrani Kusumawati}, title={Technology Acceptance and Customer Perception of Augmented Reality (AR) in Indonesian Beauty Industry}, proceedings={Proceedings of the 3rd International Conference on Economics, Business and Economic Education Science, ICE-BEES 2020, 22-23 July 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2021}, month={5}, keywords={augmented reality technology acceptance customer perception beauty industry pls-sem}, doi={10.4108/eai.22-7-2020.2307916} }- Kiko Mei Kristi
Nurrani Kusumawati
Year: 2021
Technology Acceptance and Customer Perception of Augmented Reality (AR) in Indonesian Beauty Industry
ICE-BEES
EAI
DOI: 10.4108/eai.22-7-2020.2307916
Abstract
This research aims to determine AR attributes that influence AR acceptance in the Indonesian beauty industry and how it shaped the customer perception. Through an experiment of three AR platforms (website, e-commerce, and social media) on 413 customers, the research also aims to discover which platform that gives the best experience. The experiment result is obtained by utilizing a questionnaire and be analyzed using PLS-SEM while the platform comparison is done by deploying Kruskall-Wallis. Interviews are also conducted before experimenting. Open coding and triangulation will be used to analyze the interview result. The findings indicate that all attributes of AR influence indicators of technology acceptance but vividness is found not influencing perceived ease of use. The research also shows that the good performance of interactivity, vividness, and novelty of AR will positively influence customer perception. Moreover, customer perception had the biggest effect on influencing enjoyment. The platform comparison reveals that e-commerce gives the best customer experience which may be caused by its good performance of interactivity and vividness and the familiarity of Indonesian females with the platform. In conclusion, if AR performs a good quality of interactivity, vividness, and novelty, customers will have a good perception towards the platform and accept the AR technology where they perceive the technology as easy to use, useful, and enjoyable.