ABSTRACT
Globally, the COVID-19 pandemic has affected all sectors, including the food and beverage industry. The pandemic has changed customers' behavior from dine-in services to online food ordering systems. Technology advancements make ordering food easier with Online Food Delivery (OFD) service. However, before buying food online, consumers require a physical assessment to decide to buy the food or beverage. Augmented Reality (AR) is a popular technology to show 3D virtual elements. Meanwhile, the stimulus organism response (SOR) framework can be used to analyze consumers' behavior. More specifically, the SOR model has been used to evaluate the user's behavior intention to accept online shopping apps. However, in the OFD context, there is a lack of research investigating the customer's intention to use the AR app based on the SOR perspective. This study aims to assess the factors influencing consumers' intention to adopt augmented reality apps. 52 AR OFD app customers participate in this study. Partial Least Square-Structural Equation Modeling (PLS-SEM) and SMARTPLS 3 was used to analyze the research model. This study evaluated from measurement and structural model. The measurement model using factor loading, Composite Reliability (CR), Average Variance Extracted (AVE), and heterotrait-monotrait (HTMT) ratio. The structural model assessed the variance inflation factor (VIF), R2, path coefficient (β), f2, and p-value. The results showed the significance of food image on hedonic, utilitarianism, and perceived informativeness. Furthermore, hedonism was the only determinant that positively influenced the customers' intention to use the AR OFD apps. © IJASEIT is licensed under a Creative Commons Attribution-Share Alike 4.0 International License.
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 SO-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.