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Recent years have seen an increase in online purchasing, particularly during the global pandemic lockdown. This study aims to gain a deeper understanding of the factors influencing the adoption of augmented reality in online purchasing applications and its effect on purchase intent. Specifically, we investigate the influence of virtual presence, devices, and enjoyment on the purchase intentions of consumers. In total, 103 respondents who made purchases on the e-commerce and resided in Jakarta have completed the survey. The data was subsequently analyzed using Structural Equation Modeling - Smart PLS (PLS-SEM). Both virtual presence and devices utilized in the online purchasing experience have a positive effect on the level of enjoyment felt by users, according to the findings of this study. Despite this positive influence on enjoyment, we discovered that enjoyment has no direct effect on purchase intention. In addition, we examined whether enjoyment functions as a moderator between virtual presence, devices, and purchase intention. Our findings indicate that enjoyment does not mediate the relationship between virtual presence and devices and purchase intent. Similar to previous research, our findings indicate that enjoyment has no direct or indirect effect on the relationship between virtual presence, devices, and purchase intent. This study illuminates the factors that influence the adoption of augmented reality in online purchasing applications and their implications for purchase intent. Contributing to the existing corpus of knowledge in this field, the results provide valuable insights into the relationship between virtual presence, devices, enjoyment, and consumers' intentions to purchase.
Wijaya et al. (Wed,) studied this question.