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ORCID

Widyastuti Widyastuti: 0000-0001-5380-6225

Keywords

Augmented Reality, Vividness, Perceived Informativeness, Brand Attitude, Perceived Enjoyment

Abstract

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness and perceived informativeness on brand attitude.

Acknowledgments

FUNDING

This work was supported by Universitas Negeri Surabaya.

The cost of editing selected articles published in the Journal of Marketing and Consumer Behaviour in Emerging Markets in the 2022–2024 is covered by funding under the program “Development of Scientific Journals” of the Ministry of Educationand Science under agreement No. RCN/SN/0322/2021/1. Task title: “Verification and correction of scientific articles and their abstracts”. Funding value: 25 053,00 PLN; The task consists of professional editing of articles published in English.

DECLARATION OF CONFLICTING INTERESTS

The author declared no potential conflicts of interest with respect to the research, authorship,and publication of this article.

DECLARATION ABOUT THE SCOPE OF AI UTILIZATION

The authors did not use an AI tool in the preparation of this article

First Page

58

Last Page

68

Page Count

11

Received Date

17.02.2024

Revised Date

12.03.2024

Accepted Date

14.06.2024

Online Available Date

01.07.2024

DOI

10.7172/2449-6634.jmcbem.2024.1.4

JEL Code

M31

Publisher

University of Warsaw

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