Shopping in the Online Retailing: Examining Customer Trust Through Mobile Augmented Reality

Abstract

Digital marketing and online customer experiences have been revolutionized by the quick development of augmented reality technologies. This study examines how important technology features—interactivity, vividness, and information quality—affect consumer trust and how that trust affects behavioral intention.
Data were collected through a structured questionnaire employing a five-point Likert scale from respondents with experience using digital platforms. A total of 315 individuals participated in the survey. Data analysis was conducted using Partial Least Squares Structural Equation Modeling with SmartPLS. The findings demonstrate that interactivity and information quality significantly enhance customer trust, whereas vividness does not. Additionally, customer trust exerts a strong positive influence on behavioral intention, underscoring its essential role in technology adoption behavior.
The results indicate that digital platforms should prioritize interactive features and provide accurate, useful information to enhance customer trust and promote favorable behavioral intentions. This study contributes to the literature on digital marketing and consumer behavior by offering empirical insights into how technological attributes influence trust and behavioral intention in technology-mediated environments. However, several limitations must be acknowledged. Future research should employ diverse sampling strategies and alternative data collection methods to further validate these results.