THE ANALYSIS OF TECHNOLOGY ADOPTION PROSPECT IN VIRTUAL TRY-ON EXPERIENCE TOWARDS ACCESSORIES BUSINESS

• Main Author: Kerensa, Levina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67063
• Institution: Institut Teknologi Bandung

Augmented reality usage has increased significantly in both businesses and individual players that started to adopt this technology into their lives. With the rising number of the go-digital accessories business worldwide, augmented reality has a promising future to become the next big thing side by side with Metaverse growth. But in reality, augmented reality providers feel the gap between the potentials with the actual conduction where they struggle on acquiring new customers, business owners. Therefore, this research is conducted with the purpose to identify the key concerns of accessories business owners in adopting augmented reality. This study’s purposes consist of imposing the supporting factors and opposing factors of the technology adoption, along with recommendations to overcome the issues in augmented reality adoption. Through a qualitative method of in-depth interview research approach, this research collects the data by testing and validating the variables made based on the supporting theories from literature reviews with exploratory interviews with accessories business owners. By means of conducting data saturation and open coding, it can be found that the most influential factors that support the adoption are the function of the augmented reality itself which is to visualize, promote, and customer engagement. While the factors that are the most concerning barriers are the uncertainty of the product’s future where it is still not very convincing for businesses to adopt. Therefore, to solve this issue, augmented reality providers need to do a lot of improvement in the product and technology scope by providing more realistic, precise, and interactive filters.