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

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.