User Experience of Augmented Reality to Encourage User Satisfaction and Willingness in E-commerce: A Conceptual Framework
Abstract— The applications of limited augmented reality technology in e-commerce might enhance and
create new user’s experience. It is apparent that existing e-commerce technology lacks the capability to
provide personalized user experience or adequate product information to buyers. Thus, augmented reality
technology may enhance the efficiency of e-commerce in respect of purchasing decision, by means of
generating virtual information of products. At present, there have been very few studies conducted on the
application of augmented reality in e-commerce to improve user experience and, hence, encourage user
satisfaction and willingness. In that regard, this paper focuses on constructing a conceptual framework of
user experience, satisfaction and willingness by employing augmented reality based on the technology
acceptance model. Ultimately, this conceptual framework will provide profound insights into factors that
influence user satisfaction and willingness to buy.
Index Terms— augmented reality, e-commerce, user experience, user satisfaction, user willingness, technology acceptance model
Sunisa Junsawang, Singha Chaveesuk
Faculty of Administration and Management, King Mongkut’s Institute of Technology Ladkrabang, THAILAND
Cite: Sunisa Junsawang, Singha Chaveesuk, "User Experience of Augmented Reality to Encourage User Satisfaction and Willingness in E-commerce: A Conceptual Framework," Proceedings of 2019 the 9th International Workshop on Computer Science and Engineering, pp. 611-616, Hong Kong, 15-17 June, 2019.