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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:	Ngie, Mi Yi, Ng, Hui Wen, Lin, Siew Ying
Format:	Final Year Project / Dissertation / Thesis
Published:	2024
Subjects:	HA Statistics HB Economic Theory
Online Access:	http://eprints.utar.edu.my/6930/1/2104387_Ngie_Mi_Yi.pdf http://eprints.utar.edu.my/6930/
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id	my-utar-eprints.6930
record_format	eprints
spelling	my-utar-eprints.69302025-02-04T06:50:02Z Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z Ngie, Mi Yi Ng, Hui Wen Lin, Siew Ying HA Statistics HB Economic Theory 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 2024-06 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6930/1/2104387_Ngie_Mi_Yi.pdf Ngie, Mi Yi and Ng, Hui Wen and Lin, Siew Ying (2024) Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z. Final Year Project, UTAR. http://eprints.utar.edu.my/6930/
institution	Universiti Tunku Abdul Rahman
building	UTAR Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Tunku Abdul Rahman
content_source	UTAR Institutional Repository
url_provider	http://eprints.utar.edu.my
topic	HA Statistics HB Economic Theory
spellingShingle	HA Statistics HB Economic Theory Ngie, Mi Yi Ng, Hui Wen Lin, Siew Ying Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
description	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
format	Final Year Project / Dissertation / Thesis
author	Ngie, Mi Yi Ng, Hui Wen Lin, Siew Ying
author_facet	Ngie, Mi Yi Ng, Hui Wen Lin, Siew Ying
author_sort	Ngie, Mi Yi
title	Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
title_short	Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
title_full	Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
title_fullStr	Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
title_full_unstemmed	Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z
title_sort	determinants of intention to use augmented reality (ar) for clothing try-on on mobile shopping apps among malaysian gen z
publishDate	2024
url	http://eprints.utar.edu.my/6930/1/2104387_Ngie_Mi_Yi.pdf http://eprints.utar.edu.my/6930/
_version_	1823544767665930240
score	13.23648

Determinants of intention to use augmented reality (AR) for clothing try-on on mobile shopping apps among Malaysian Gen Z

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