The Effect of Augmented Reality and Perceived Risk on Online Shopping Behaviour with Perceived Enjoyment as Mediating Variable

Abstract

The study seeks to determine the effect of augmented reality and perceived risk on online shopping behavior with perceived enjoyment as a mediator. This study uses primary data with data collection methods through questionnaire distribution that has been tested for validity and reliability. The sampling technique of this study uses a purposive sampling method and the sample used is 100 respondents who meet certain criteria, namely knowing e-commerce products that integrate augmented reality, have ever shopped online, and acting as decision-makers. The data analysis conducted in this study is a classical assumption test, path analysis regression, and hypothesis testing. The results of data analysis show that augmented reality and perceived risk have a positive and significant effect on online shopping behavior. Perceived enjoyment has a positive and significant effect on online shopping behavior. Perceived enjoyment mediates the effect of perceived risk on online shopping behavior. Augmented reality has a positive but insignificant effect on online shopping behavior with perceived enjoyment as a mediator.