Mobile augmented reality service performance for interactive product visualization and purchase confidence

Aini, Qurotul and Sase, Takumi and Saffiera, Cut Amalia and Nuraeni, Rani and Kamil, Muhammad Farhan (2026) Mobile augmented reality service performance for interactive product visualization and purchase confidence. International Journal of Cyber ​​and IT Service Management, 6 (2). pp. 143-156. ISSN 2797-1325 E-ISSN 2808-554X

PDF - Published Version Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

The rapid advancement of mobile technology has significantly transformed digital commerce by creating more interactive, immersive, and user centered shopping experiences. Nevertheless, conventional mobile commerce applications still face challenges in delivering realistic product visualization, causing uncertainty among consumers during purchasing decisions. Augmented Reality (AR) technology has emerged as an innovative solution that enables users to interact with virtual products within real-world environments through mobile devices. This study aims to develop and evaluate a Mobile Augmented Reality Application for Interactive Product Visualization in order to enhance user experience, product understanding, and consumer confidence in mobile commerce platforms. The research employed a quantitative experimental approach through the design and implementation of an AR-based mobile application using Unity and ARCore technologies. Data collection was conducted through usability testing and questionnaire distribution involving users familiar with mobile shopping applications. The evaluation process focused on usability, interactivity, visualization quality, and user satisfaction. The results indicate that the implementation of AR technology product visualization accuracy, user engagement, and purchase confidence compared to conventional mobile interfaces. Furthermore, users perceived the application as more effective in supporting product exploration and reducing uncertainty before purchasing. This study also contributes to the achievement of the Sustainable Development Goals (SDGs), particularly SDG 9 (Industry, Innovation, and Infrastructure) by encouraging innovation in digital commerce technologies, and SDG 12 (Responsible Consumption and Production) by promoting informed purchasing decisions and may potentially contribute to reducing product returns. In conclusion, mobile AR applications demonstrate substantial potential to improve digital shopping experiences while supporting sustainable technological innovation within the mobile commerce ecosystem

Item Type:	Article (Journal)
Uncontrolled Keywords:	Augmented Reality, Interactive, User Experience, Mobile Commerce, Product Visualization
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Information and Communication Technology > Department of Computer Science Kulliyyah of Information and Communication Technology > Department of Computer Science
Depositing User:	Dr. Takumi Sase
Date Deposited:	03 Nov 2026 12:14
Last Update:	03 Nov 2026 12:14
Queue Number:	2026-10-Q5973
URI:	http://irep.iium.edu.my/id/eprint/132423
Indexed In:	Google Scholar

Actions (login required)

View Item