유통과학연구 (Journal of Distribution Science)

한국유통과학회 (Korea Distribution Science Association)
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The Value of Augmented Reality Virtual Try-On and Product Information Distribution in Amplifying Customer Satisfaction through Brand Experience

  • KURNIAWATI (Communication Department, Communication Faculty, Bina Nusantara University) ;
  • Michael CHRISTIAWAN (Communication Department, Communication Faculty, Bina Nusantara University) ;
  • Felicia HERMAN (Communication Department, Communication Faculty, Bina Nusantara University) ;
  • Irmawan RAHYADI (Communication Department, Communication Faculty, Bina Nusantara University) ;
  • La MANI (Communication Department, Communication Faculty, Bina Nusantara University)
  • 투고 : 2023.11.15
  • 심사 : 2024.10.05
  • 발행 : 2024.10.30
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초록

Purpose: This research analyzes consumer behavior by examining how augmented reality virtual try-on features and product information distribution affect consumer satisfaction through enhanced brand experience. The focus is on Maybelline's Shopee Official Account, as implementing these strategies can strengthen customer relationship management by improving the online shopping experience for cosmetic products. Research design, data and methodology: Employing a quantitative method, this study utilized a survey technique distributed to 100 respondents who are followers of Maybelline's Shopee Official Account. The data were analyzed using Structural Equation Modeling (SEM), supported by SmartPLS. Results: This study provides evidence that augmented reality does not significantly affect brand experience or customer happiness. The research findings indicate that while this technology enables customers to test cosmetics digitally, its impact on customer satisfaction is minimal. Augmented reality does not appear to influence consumer behavior, as reflected in customer satisfaction. Conclusions: This research underscores the importance of understanding contextual factors and product characteristics when incorporating augmented reality in marketing to harness its potential benefits and influence consumer behavior. The study focused exclusively on the identified variables and Maybelline's cosmetic products available on the Shopee platform. Further research is required to explore more complex variables.

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