Perceptions of Using Augmented Reality Features on Online Shopping Fashion Platforms Based on Technology Acceptance Model

This study aims at measuring consumer perceptions of the Augmented Reality (AR) feature on an online shopping platform for fashion products online shopping. The current use of the internet affects the rapid growth of online business. However, there are many consumers who still feel worried when shopping online because they feel that the products, they get are not suitable with their expectations. Concerning these matters, technologies that combine the virtual world with the real world through the Augmented Reality feature emerge. This feature is expected to provide a new experience to consumers through 3D visualization through a mobile phone camera where consumers can try products and choose the items they want. Research design, statistical software is used for data processing to see how respondents understand the questionnaire that has been. The study was aimed at 200 respondents who had used the Zara App with the age range of 17–24 years or generation Z because they grew up in the internet era and socially interacted a lot through social media. The result shows that consumers' perceptions of AR feature in virtual shopping can provide convenience, benefits, and pleasure when adopting AR, as well as to create engagement with consumers.