Augmenting the Shopping Experience: How Quality Factors Drives Continuance Intention in Real-Time Virtual Try-On (VTO)

This research investigates the factors influencing e-commerce users” continuance intention, specifically in the JABODETABEK region, to purchase eyewear using Virtual Try-On (VTO) technology. Survey data from 266 respondents were gathered and analyzed using Structural Equation Modeling or SEM. Participants were chosen using purposive sampling to ensure that they are active online shoppers with prior VTO experience. Based on the DeLone and McLean Information System Success Model and the Expectation Confirmation Model, the analysis evaluates variables including Information Quality, Service Quality, System Quality, Expectation Confirmation, Perceived Usefulness, Satisfaction, and Continuance Intention. Findings show that all hypotheses were validated, which indicates significant positive correlations between the various variables. This study notes that Expectation Confirmation is strongly impacted by System Quality, Service Quality, and Information Quality, which positively influence Perceived Usefulness and Satisfaction. Additionally, both Perceived Usefulness and Satisfaction significantly affect Continuance Intention, suggesting that users” perception of VTO's usefulness and their level of satisfaction are crucial for their continued use of the technology. The limitations of this study are that the sample was restricted to the JABODETABEK region and consisted primarily of college students (89<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">%</sup>) which could potentially affect the relevance of its findings. A more varied demographic and geographic sample is recommended for future research to provide a comprehensive understanding of VTO technology's impact beyond continuance intention. Moreover., this study also proposes an ideal VTO user interface for eyeglasses to provide valuable implications for e-commerce platforms looking to leverage VTO to improve customer retention. By integrating the DeLone McLean Model and the Expectation Confirmation Model, this research highlights the importance of information system quality factors in enhancing user satisfaction and continuance intention. These findings offer valuable implications for e-commerce platforms leveraging VTO technology to increase customer engagement and retention.