Adrián Szilárd Nagy, Beata Bittner, Octavia Diana Monica Tuegeh, Johan Reineer Tumiwa
During COVID-19, augmented reality gives a breakthrough on marketing products. This research aims to analyze the impact of augmented reality on consumer choice confidence through perceived media usefulness, where consumer knowledge will be a moderating variable between augmented reality on perceived media usefulness. The sample of this research is the consumer of Ray-Ban sunglasses who has experience trying the augmented reality application. Based on the statistical analysis, this research found that augmented reality significantly impacts consumer knowledge and choice confidence. This finding means that augmented reality technology is scientifically proven to bring the on-site shopping experience into virtual reality. This research will also contribute to more simple measuring PLS-SEM's model fit using SQRT formula. © 2022 Authors. All rights reserved.
University of Debrecen, Hungary; Manado State University, Indonesia; Sam Ratulangi University, Indonesia
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