The Acceptance of Augmented Reality's Role in Elevating Customer Attitude within Malaysia's Local Fashion Merchandising

Authors

  • Nadhrathul Ain Ibrahim Faculty of Business Management, Universiti Teknologi MARA Cawangan Puncak Alam, Selangor
  • Tan Yi Chen Faculty of Business, Accounting & Law, SEGI College Penang
  • Nur Hidayah Ahmad Faculty of Management, Education & Humanity, University College of MAIWP International
  • Purnomo M. Antara Faculty of Business Management, Universiti Teknologi MARA Cawangan Negeri Sembilan
  • Mayang Delima Mohd Beta Faculty of Business Management, Universiti Teknologi MARA Cawangan Negeri Sembilan
  • Rosidah Musa City Graduate School, City University Malaysia; Selangor

DOI:

https://doi.org/10.14738/assrj.112.2.16420

Keywords:

Augmented reality, online fashion merchandising, technology acceptance model

Abstract

The adoption of augmented reality has recently developed as a popular approach for conducting digital business via virtual try-ons, virtual fitting rooms, online shopping apps, and digital wardrobes. Retailers are switching from traditional online shopping to a more interactive strategy, drawn by the usefulness of augmented reality. This research intends to investigate the impact of attributes such as interaction, vividness, and novelty on perceived usefulness and perceived ease of use, impacting customer attitudes towards using augmented reality in online fashion buying. Using the Technology Acceptance Model (TAM) framework, the study demonstrates that all of these features have a significant effect on perceived usefulness and perceived ease of use, influencing buyers to accept augmented reality on virtual try-ons, virtual fitting rooms, online shopping apps and digital wardrobe in their online fashion shopping experiences.

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Published

2024-03-06

How to Cite

Ibrahim, N. A., Chen, T. Y., Ahmad, N. H., Antara, P. M., Beta, M. D. M., & Musa, R. (2024). The Acceptance of Augmented Reality’s Role in Elevating Customer Attitude within Malaysia’s Local Fashion Merchandising . Advances in Social Sciences Research Journal, 11(2.2), 267–278. https://doi.org/10.14738/assrj.112.2.16420

Issue

Vol. 11 No. 2.2 (2024): Advances in Social Sciences Research Journal

Section

Articles

License

Copyright (c) 2024 Nadhrathul Ain Ibrahim, Tan Yi Chen, Nur Hidayah Ahmad, Purnomo M. Antara, Mayang Delima Mohd Beta, Rosidah Musa

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