Study on the continuance intention in using virtual shoe-try-on function in mobile online shopping

Abstract

PurposeMobile e-commerce has brought convenience to consumers. But for goods such as shoes, mobile e-commerce has failed to provide the same experience as consumers would have in physical stores, and that also causes problems for online merchants, such as high return rates. As a result, the augmented reality (AR) virtual shoe-try-on function appeared. The way that AR virtual shoe-try-on study different from other AR virtual try-on studies is that AR virtual shoe-try-on study only satisfies consumers' visual experience and consumers cannot judge whether the shoes are comfort or not. Whether consumers would accept AR virtual try-on function to help them make purchase decision due to the visual experience provided by AR virtual try-on function is worth discussion. Measuring users' perceptions and preferences can help companies design AR shoe-trying functions and provide services more cost-effectively.Design/methodology/approachTo promote the continuous use and better development of such mobile e-commerce based on the technology acceptance model (TAM), this study explored the influencing factors for users' intentions to continue using the AR virtual shoe-try-on function, including the perceived usefulness, perceived ease of use, system quality, perceived playfulness and attitude.FindingsThe results of this study showed that TAM is a powerful theoretical tool of the new technology in mobile e-commerce and that the system quality and perceived playfulness also have a positive impact on the original variables of TAM. System quality and perceived playfulness are important predictors of users' continuance intentions to use the AR virtual shoe-try-on function.Originality/valueThe main contribution of this study to model iteration and theoretical update is to verify the applicability of the TAM in the AR shoe-try-on function and to expand TAM model with system quality and perceived playfulness. The authors' results will help shoe enterprises win users' recognition through AR shoe-try-on function and improve users' continuance intention of use.

Influence of Perceived Usefulness on Using the Shopee Application: Study on College Students

“…Therefore, a system must provide benefits to its users so that it can attract other customers to use the system itself. In line with research conducted by Jiang et al, (2022) which reveals that perceived usefulness can affect the user's cheerful attitude…”

Examining the Influence of Using First-Person View Drones as Auxiliary Devices in Matte Painting Courses on College Students’ Continuous Learning Intention

“…A second-order model relationship between perceived interactivity, perceived vividness, and novel experience was examined and its integrativeness was established. The major interaction theory models in use at present are TAM, UTAUT, and UTAUT2 ( Jiang et al 2022 ). These models are not intended solely for educational purposes, but are also applicable to marketing, tourism, entertainment, and other areas.…”

A study on the effects of perceived playfulness and emotional support in interactive learning environments for German language acquisition—A role-playing library system case

“…A direct effect of perceived playfulness is 0.475, and a partial mediation of continuous learning intention is produced under the mediation of flow and learning interest, with an influence coefficient of 0.228. According to previous research on the use of augmented reality, perceived playfulness has a significant influence on flow ( Jiang et al, 2022b ). In this study, the influence path of the application of interactive learning systems is explored.…”

“…According to previous studies, perceived playfulness can enhance users’ willingness to use augmented reality technology in human-computer interaction. For instance, there are studies have examined the use of augmented reality in shoe shopping and digital museum exhibits that utilizing augmented reality ( Jiang et al, 2022a , b ). In the field of interactive education, perceived playfulness also plays an important role.…”