Augmented Reality in Fashion and Beauty Product Marketing: A Preliminary Study of Immersive Marketing In Indonesian E-Commerce
Agung Stefanus Kembau, Fresi Beatrix Lendo · Advances in economics, business and management research/Advances in Economics, Business and Management Research · 2025
Augmented Reality (AR) has emerged as a transformative tool in enhancing consumer experiences, particularly in e-commerce platforms.While AR's potential is widely acknowledged, limited studies address its influence within the Indonesian e-commerce landscape, especially in the fashion and beauty sectors.This study aims to bridge this research gap by examining how AR characteristics-interactivity, vividness, novelty, system quality, and product informativeness-affect hedonic value, satisfaction, and continuance intention using the Stimulus-Organism-Response (SOR) model.Data were collected through a purposive sampling method, targeting 183 respondents aged 18-35 years who have previously interacted with AR features on e-commerce platforms.Results revealed that while hedonic value significantly influences satisfaction (β = 0.630, p < 0.001) and satisfaction drives continuance intention (β = 0.589, p < 0.001), the direct relationships between AR characteristics and hedonic value were statistically insignificant.These findings challenge assumptions from prior literature, highlighting that AR features alone may not directly evoke emotional engagement unless paired with enhanced user familiarity and novelty.This study's uniqueness lies in its localized focus on Indonesian digital natives and its exploration of the nuanced relationship between AR characteristics and user experience.The findings underscore a critical opportunity for e-commerce platforms to optimize AR tools by focusing on emotionally engaging features to enhance satisfaction and long-term adoption.Practically, this research provides actionable insights for businesses to strengthen immersive marketing strategies, while theoretically, it contributes to advancing knowledge on AR adoption in emerging markets.Future research should explore moderating factors such as digital literacy, cultural perceptions, and repeated AR exposure to refine these findings further.