The Impact of AR Innovation Technology Characteristics on Consumer Satisfaction and Continuous Usage Intention

Abstract

This research aimed to investigate the impact of Augmented Reality (AR) technology characteristics on consumer satisfaction and the intent of continued usage, specifically within the context of Chinese fashion platforms. Empirical analysis was can-ied out by distributing a questionnaire to Chinese consumers who had experienced or completed purchases on AR technology-incorporated Chinese fashion platforms such as Yoho! Now, POIZON, Plum, MoGuJie, Cdf, among others. The survey was carried out via WeChat from March 10th to April 20th, 2023, garnering a total of 283 responses. Upon excluding 18 insincere responses, 265 responses were utilized for the final analysis. The key findings of the research can be summarised as follows. Firstly, core characteristics of the AR-integrated fashion platforms - perceived realism, enjoyment, and ease of use - were found to exert a positive influence on user satisfaction. Consequently, Hypotheses 1, 3, and 4 were duly accepted. Secondly, it was observed that user satisfaction pertaining to the AR-integrated fashion platforms positively influenced the intent of continuous platform usage. 1his fmding led to the acceptance of Hypothesis 5. Lastly, Hypothesis 6, which posited that the impact of the principal characteristics of AR-integrated fashion platforms on user satisfaction could vary based on the type of product, was partially accepted. ln essence, these findings underscore the significance of understanding AR technology characteristics in enhancing customer satisfaction and encouraging sustained platform usage.