Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
This study investigates the determinant of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z by applying an extended model of the Technology Acceptance Model (TAM) as a theoretical framework. The framework consists of three independent variable...
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| Main Authors: | , , |
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/6930/1/2104387_Ngie_Mi_Yi.pdf http://eprints.utar.edu.my/6930/ |
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| Summary: | This study investigates the determinant of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z by applying an extended model of the Technology Acceptance Model (TAM) as a theoretical framework. The framework consists of three independent variables (IVs) namely Perceived Usefulness (PU), Perceived Ease of Use (PEoU), and Perceived Enjoyment (PE), whereas Attitude (ATT) acts as the mediator variable, Behavioural Intention (BI) serves as the dependent variable (DV), and the IVs influences the DV through the mediating effect of ATT. In addition, the online questionnaire was distributed to a total of 384 Gen Z respondents with AR experience and collected as data for this study. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to analyse the data. The findings indicate that PU, PEoU, and PE have a significant relationship with BI to use AR clothing try-on through the mediating effect of ATT. Through this study, future researchers, retailers, marketers, and AR technology providers can gain valuable insights into Malaysian consumers' intention to use AR try-on on mobile shopping apps. Keywords: Augmented Reality (AR), Mobile AR, Clothing-try on, Gen Z, Technology Acceptance Model (TAM). Subject Area: HF5410-5417.5 Marketing. Distribution of products |
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