Measuring the Influence of Mobile Prototype Augmented Reality Applications for Written Batik Clothes using the SOR Model
Journal of System and Management Sciences · 2023
This study aims to analyze how user acceptance of the augmented reality feature uses the Stimulus Organism Responses (SOR) theory of the virtual try-on feature on the Prototype of the Written Batik Apparel application, namely Batiqiyan, and to determine and explain the influence between each dimension of the SOR model.The method used is quantitative.The population of this study is Batiqiyan application users who have tried the Virtual Try on Batik Clothing feature.The survey was conducted on 162 respondents.Data processing uses SmartPLS 4.0 and there are 16 hypotheses.Based on hypothesis testing, this study states that the 12 variables that influence the use of the AR Application for Written Batik Clothing on purchase intentions are vividness to immersion, information quality to immersion, vividness to enjoyment, Information Quality to Enjoyment, Vividness to Utilitarian Value, Immersion to Purchase Intention, Utilitarian Value to Purchase Intention, Body Image Perception to Purchase Intention, Narcissism to Purchase Intention while 4 variables have no significant effect, namely novelty to Immersion, novelty to enjoyment, enjoyment to purchase intention, immersion to purchase intention, moderated by narcissism this is because the results of completing the questionnaire more than 58% are aged 41 years and over.For further research, it can be tried on users who have used AR applications in the e-commerce field.