International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 6 November-December 2024 Submit your research before last 3 days of December to publish your research paper in the issue of November-December.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 6 Issue 6
November-December 2024

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

The Effect of Augmented Reality and Perceived Risk on Online Shopping Behaviour with Perceived Enjoyment as Mediating Variable

Author(s) Akhmad Shafa Aji Basari, Ratna Listiana Dewanti
Country Indonesia
Abstract The study seeks to determine the effect of augmented reality and perceived risk on online shopping behavior with perceived enjoyment as a mediator. This study uses primary data with data collection methods through questionnaire distribution that has been tested for validity and reliability. The sampling technique of this study uses a purposive sampling method and the sample used is 100 respondents who meet certain criteria, namely knowing e-commerce products that integrate augmented reality, have ever shopped online, and acting as decision-makers. The data analysis conducted in this study is a classical assumption test, path analysis regression, and hypothesis testing. The results of data analysis show that augmented reality and perceived risk have a positive and significant effect on online shopping behavior. Perceived enjoyment has a positive and significant effect on online shopping behavior. Perceived enjoyment mediates the effect of perceived risk on online shopping behavior. Augmented reality has a positive but insignificant effect on online shopping behavior with perceived enjoyment as a mediator.
Keywords Augmented, Reality, Marketing, Business, Perceived, Risk, Enjoyment, Online Shopping, Behaviour
Published In Volume 6, Issue 2, March-April 2024
Published On 2024-03-13
Cite This The Effect of Augmented Reality and Perceived Risk on Online Shopping Behaviour with Perceived Enjoyment as Mediating Variable - Akhmad Shafa Aji Basari, Ratna Listiana Dewanti - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.14955
DOI https://doi.org/10.36948/ijfmr.2024.v06i02.14955
Short DOI https://doi.org/gtmzr3
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 6Cover Page Vol 6 Isu 5Cover Page Vol 6 Isu 4

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-5948-55 editor@ijfmr.com