Jurnal Ekonomi dan Bisnis, Vol. 11 No.

1 Juli 2022
P - ISSN : 2503-4413
E - ISSN : 2654-5837, Hal 1455 – 1466

THE ANALYSIS OF TECHNOLOGY ADOPTION PROSPECT IN VIRTUAL TRY-ON

EXPERIENCE TOWARDS ACCESSORIES BUSINESS
By :
Levina Kerensa
School of Business and Management, Institut Teknologi Bandung
Email: [email protected]
Budi Permadi Iskandar
School of Business and Management, Institut Teknologi Bandung

Article Info Abstract

Article History : Augmented reality development has been growing significantly to help
Received 16 July - 2022 commercial industries in engaging with customers, providing new
Accepted 25 July - 2022 immersive experiences in shopping. With the rise of the global pandemic,
more accessories businesses need to shift their activities into digital based.
Available Online
With the challenge in providing the best online shopping experience,
31 July - 2022 augmented reality can be the solution tackling this challenge. This
research wants to see the prospects of the adoption of augmented reality
in the accessories industry by identifying 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, the findings based on the data analysis result can be
confirmed that there are several concerns that affect augmented reality
adoption that can be catered. This research has already made
recommendations of improvements based on the insights and expects that
augmented reality service providers can utilize this recommendation to
provide better product development and innovation.
Keyword :
Augmented reality;
Accessories Business;
Technology adoption;
Supporting Factors; Opposing
Factors

1. BACKGROUND industries, resulting in the emergence of new ways of

Since the beginning of its development in the early obtaining customer’s engagement (ABI Research
1990s, Augmented Reality has provided immersive 2022). Amidst the growth in the retail industry, the
mixed reality experiences, including a combination use of augmented reality has been significantly
of real and virtual worlds, real-time interaction, and increased rapidly due to the big scale expansion of
accurate 3D registration of virtual and real objects. Metaverse. By 2030, the metaverse will be a $13
(Schueffel Patrick, 2017). Augmented reality trillion opportunity (Citi Global Insights 2022)
applications have spanned commercial industries alongside their development of digital media
such as gaming, education, communications, experiences to become more immersive, inclusive,
medicine, and entertainment (Moro, et. al., 2021). and accessible than today. It brings together a range
Because AR can help consumers understand what of next-generation technologies including
they’re buying, making it easier to meet customer augmented reality (AR) (Business Wire 2022).
expectations. It has recently seen a rise in fashion
1455
And in these years, both tech and non-tech 2. BUSINESS AND TECHNOLOGY
companies are investing more in metaverse and its DESCRIPTION
technology to engage with customers, expand brand 2.1 Company Profile
awareness, and identify new revenue streams. This When the COVID-19 virus started to spread widely,
massive movement can’t be neglected by the fashion every daily activity was suddenly prohibited to be
industry itself. The potential and benefit of adopting done. People couldn’t feel the freedom to buy their
augmented reality in fashion companies are stuff freely and directly hold the items. People need
substantial, which include differentiation, reduce to change their way of living, including how they
returns, increase revenue, higher potential to go viral, shop things; online shopping. Unfortunately, there
boost customer confidence, and gain valuable are big problems here where some people don’t buy
customer insights (Pat Johnson, 2021). Studies also things online due to some considerations, but now
show that 47% of consumers are willing to pay extra they must. Sometimes it is difficult to measure what
for a product if they could customize or personalize we want buying groceries online, especially when we
the immersive experience. (Channel Life 2020). buy accessories or fashion things. Therefore,
Seeing this huge opportunity for the accessories businesses seem to have problems in handling
industry to grow by channeling through augmented complaints and decreasing sales. That is also
reality, this research intends to analyze the supported by the previous survey that was conducted
augmented reality technology adoption in a form of that 8 out of 25 accessories businesses experienced
virtual try-on feature on social media platforms in a more complaints and decreasing sales due to lack of
scope of business to business (B2B) consumers. This experience provided during the pandemic. This is
research shows that the barriers of realizing this why we existed.
opportunity in augmented reality can be addressed Interaxe.ID is a digital marketing agency that works
and overcome by business owners and stakeholders as a complementary business for business
in the industry for the near future. accessories in Indonesia. Interaxe.ID helps the
With the rising problem of the global pandemic, digitization process of those businesses by providing
more accessories businesses need to shift their a virtual try-on technology using Augmented Reality
activities into digital and online based. Some (AR) technology which will be implemented in their
businesses are struggling with providing the best Instagram account to be accessed publicly by their
shopping experience for their customers, moreover, audiences. Interaxe.ID will help our partners in
bad reviews and complaints started to arise due to increasing their sales and marketing activities for a
incompatibility between real products and the long-term period.
products that they see on social media. With that
issue, augmented reality can be the solution towards 2.2 Service and Technology Description
the problem happening in the accessories industry. Delivered through our social media (Instagram and
Therefore, this research is conducted to see the LinkedIn), currently we provide augmented reality
prospects of the adoption of augmented reality in the service in a form of virtual try-on feature through
industry by analyzing the supporting and opposing accessories’ brand social media. The finished
factors along with recommendations to mend the designs are implemented into AR filters that can be
issues in the technology adoption. Based on the tried by consumers by only downloading Instagram
problem statement, this research aims to answer the applications. AR Filters are computer-generated
following research questions: effects designed to add a layer of layers to real-life
1. What are the supporting factors of the accessory images. Making AR filters on Instagram usually uses
businesses to adopt augmented reality SparkAR where this platform will make it easier for
implementation in the business? everyone to become an AR creator. SparkAR
2. What are the opposing factors of the accessory provides many preview options for face types, be it
businesses to adopt augmented reality gender, ethnicity, black canvas, or yourself through
implementation in the business? the options on the camera icon and selecting the face
3. How to ease the concerns of augmented reality options in the pop-up menu. After you're done trying
implementation in the accessories business? and doing the final iteration, the filter can be tried
directly on Instagram.
To provide AR filters that can be precise between
product size and face scale, AR filter manufacture
must be equipped with product details that include
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length, width, height, thickness, texture, color, environment in shopping, especially the
material, pattern, and others. Then the 3D design is fashion and accessories industry.
made in SparkAR and goes through the iteration ● The rapid growth of audiences interest in
process. augmented reality in conjunction with the
flourishment of Metaverse worldwide.
2.3. Technology Readiness Level ● Growing number of local accessories
business that are online based in
correspondence with the development of e-
commerce and social media in Indonesia
● Indonesian people are very adaptive and
reactive towards the newest trends and
features on their social media.

3. THEORETICAL FOUNDATION

3.1 Augmented Reality

Augmented reality (AR) is an enhanced version of
the real physical world that is achieved through the
use of digital visual elements, sound, or other sensory
stimuli delivered via technology (Adam Hayes,
2020). Augmented reality based on its applications
Technology Readiness Levels ranking (TRLs) is a
are divided into 4 categories which are marker based
method for understanding and assessing the maturity
augmented reality, markerless augmented reality,
of a technology during its development phase that
projection based augmented reality, and
was originally developed by NASA and the US
superimposition based augmented reality (Disha
Department of Defense. This framework is based on
Sinha, 2021). With the rising number of augmented
1 to 9 scale with 9 defined as the most mature
reality applications worldwide to more industries
technology. In the case of Interaxe.ID, our business
including gaming, broadcast, medical, social media
model is highly dependent on the use of augmented
(Dicoding, 2020), military (Kevin Bonsor & Nathan
reality as our services, and as of now has been
Chandler, 2021), automotive, education (Softek,
deployed to Interaxe.ID’s real clients. However, the
2021) and fashion (ABI Research, 2022), augmented
virtual try-on feature has not been qualified for the
reality is transforming the whole movement of the
official licenses and legal permits to be classified as
market and industries that leads to the adoption of
TRL 8. Thus, Interaxe.ID is currently still at level 7.
this immersive technology. This is also supported by
the increasing number of awareness from the users
2.4 Business Scope and Environment
throughout the recent years
Currently Interaxe.ID focuses on its operation and
partner acquisition strategy on Indonesia especially
3.2 Theories of Innovation Adoption
on Java island. For market segmentation itself, we
Adoption is defined as the action or fact of choosing
divided our target market into 2 different segments
to take up, follow, or use something. Meanwhile, the
that are business to business (B2B) and business to
definition of innovation is a new method, idea,
customer (B2C) segments. For the business to
product, etc according to the Oxford Dictionary.
business segment, Interaxe.ID is targeting
Around the world, new innovations are created daily.
accessories businesses that are based online located
Some achieve success on a national and worldwide
in Indonesia, mainly Java island. For business to
level, becoming ingrained in society. Some
customers, Interaxe.ID is targeting individuals that
technologies gain importance within certain user
shop accessories online.
groups but remain obscure to the general public.
Interaxe.ID has a huge potential for business
Many more innovations are never widely adopted
development as a stimulus of several things. Here are
outside of their small developer community.
the details:
Research and study have been conducted to
● The COVID-19 pandemic has shifted us to a
determine what makes one innovation affect how
more digitized and online-based
society operates while another gets pushed aside into
oblivion. Experts have developed overlapping ideas
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and diverse models to describe the factors that This strategy will help this research to reach the
contribute to the successful spread of innovations minimum viable product (MVP) and bought by
(Marcia Ham, 2020). These models of innovation customers in the augmented reality market.
diffusion theories are Innovation Diffusion Theory
(Rogers, Everett M., 1983), Concerns-based 3.4 Innovation Resistance Theory
Adoption Model (Hall, 1979), Technology The term "resistance to innovation" (IRT) was first
Acceptance Model (Davis, 1985), and The Chocolate used by Ram (1987) and then amended by Ram and
Model (Dormant, 2011). Sheth (1989). IRT explains customer resistance to
changes in products, services, and technology by
Among all the innovation diffusion theories, it is using five obstacles that are divided into two groups:
concluded these are the key factors that influence the functional and psychological. IRT is a good idea for
decision whether an innovation is adopted or comprehending a user's resistance to innovation
rejected: because it was the first explanation of resistance to
● Socio-political and external factors (e.g. innovation in terms of innovation and user
environment, policies and regulations, social characteristics, initially presented in 1987. (Ma and
networks) Lee, 2019). IRT is a term used to describe a variety
● Organizational characteristics (e.g. of consumer resistance that includes both
leadership, social climate, organizational psychological (image and tradition) and functional
structure) (value, usage, risk) barriers. Interest in the study of
● Innovation characteristics (e.g. complexity, resistance has recently increased, especially in
compatibility, trialability) respect to information systems (Nel and Boshoff,
● Staff/Individual characteristics (e.g. 2019 ; Chen and Kuo, 2017). Despite the increased
attitudes, knowledge, motivation) interest, there has been no prior research on
● Client characteristics (e.g. readiness, consumer usage resistance to augmented reality
capacity to adopt) (Straub, 2009) services in the accessories industry.
Types of Definition
3.3 Market penetration method Barrier
Market penetration is defined as the extent to which
a product is recognized and bought by customers in Usage The innovation's incompatibility with the
Barrier customer's routines or habits. An
a particular market (Oxford Dictionary). It is
invention will encounter resistance without
measured by the amount of sales volume of an a strong performance-to-price ratio, and
existing good or service compared to the total target replacements will be preferred (Ram &
market for that product or service (Valencia Higuera, Sheth,1989).
2016).There are four growth alternatives for growing
Value The reluctance to utilizing goods or services
an organization in existing or new markets, with Barrier that don't match the user's perception of
existing or new products with different levels of risks performance-to-price value in comparison
for each strategy. The growth strategies are market to alternatives (N. Rammile, 2012)
penetration, market development, product
development, and diversification. Risk The uncertainty adjoining the potential
Barrier negative effects of adopting a product or
In market penetration strategy, the innovation tries to service (Marett et al., 2015)
increase the market share in an emerging market
(Yan Dong, Martin Dresner and Chaodong Han, Tradition The resistance from an innovation that shift
2013). This can be achieved by selling more products Barrier the user's established culture and as a
to established customers or by finding new results of conflict with the user's
established culture (Lian and Yen, 2013)
customers within existing markets. The strategies to
achieve market penetration are as follows: Image The negative impression that is created by
● Price adjustments Barrier the product's perceived complexity of
● Increased promotions usage (Laukkanen et al., 2007).
● More distribution channels These key barriers and each of its implications will
● Product improvement be made as the variables that will be transformed into
● Market development interview points as a method of data collection to
conduct this research.

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 4. RESEARCH METHODOLOGY
3.5 Business-to -business values 4.1 Research Design
Bain Research (2018) has identified 40 elements of
value for business-to-business buyers which are
sorted into five categories from the bottom of the
pyramid which are the most objective judgments and
table stakes until the top of the pyramid which are the
most subjective and personal judgments. The model
derives its conceptual inspiration from Abraham
Maslow (1943) “The Hierarchy of Needs”, which
stated that human activities are driven by an
underlying need to satisfy wants that range from the
most fundamental (security, warmth, food, and rest)
to the most complicated (self-esteem and altruism).
Then, it extended into insights of people in corporate
roles and their motivations for buying and using
business products and services, which fall into five
categories: table stakes, functional, ease of doing
business, individual, and inspirational.

4.2 Research Method

This research will use a qualitative saturated in-depth
interview research approach. Research variables will
be made based on the supporting theories that will be
tested and validated through exploratory interviews
with 7 digital based accessories business owners that
have established their business for a minimum of one
year. The output of this research itself will be to
identify the supporting factors and opposing factors
of augmented reality technology adoption towards
consumers, accessories brands. After collecting the
data through interviews, this research will use data
saturation and manual coding to make sure the data
results confirm the emerging conclusions and
recommendations in accordance with the research
This framework helps to define and assess the purposes. Later, this research will enclose how,
importance of the key factors of accessories brands when, and to what degree they achieved data
in adapting augmented reality services compared to saturation.
the elements within the business to business value Variables Indicators
pyramid in order to designate and boost the key
elements that matter to customers. Customer This service helps the customer to decide
scope whether to buy or not buy the product.

Customers will be more influenced to

purchase my product with the adoption of
augmented reality.

More of my customers and myself begin to

use augmented reality filters more in their
daily life.

Product / Augmented reality adoption eases the effort

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Variables Indicators Variables Indicators

Innovatio of marketing my product to bigger People who are important to me don’t

n scope audiences. recommend me to use augmented reality
services.
Augmented reality helps me to visualize
my product better to my customers. People whose opinion I value don’t prefer
me using augmented reality services.
The adoption subsequently increases the
quality and innovation of my product Value Using augmented reality does not help me
compared to others. Barrier in digital marketing the product.

Augmented reality adoption is compatible Using augmented reality is uneconomical

with the type of the product that my and not helping me in increasing the sales
business produces.
Using augmented reality does not influence
Individual This service helps me to accentuate my the buying motivation of my customers.
(personal vision, aesthetics and designs in my
benefit) business to the audiences. Using augmented reality does not increase
scope the consumer satisfaction of my business
Augmented reality helps me to grow in
terms of my reputation, personal branding, Risk I feel like my design and collection may be
and networking. Barrier copied and end up stolen if I use virtual try-
on augmented reality services
Adopting augmented reality reduces my
anxiety of being left behind from my I feel like it is unsafe for my customer to
competitors. use this augmented reality service in terms
of privacy and security.
Business Adopting augmented reality increases
scope productivity in terms of time, effort, and Sharing the details of my product design
accessibility of my business to customers. concerns me

Augmented reality adoption strengthens my Tradition Using augmented reality services requires
relationship (responsiveness, satisfaction, Barrier new behaviors.
stability) with my customers.
I prefer my customers to check and try the
This service helps my business to integrate, product directly (offline) when purchasing
simplify, connect, and organize the accessories.
varieties of my products into one
I feel that it is impatient for my customers
This service enables my business to give to use augmented reality services for trying
more variety and availability of on my products before buying them.
experiences to customers
Image It is very complicated for my customers to
This service complements my business Barrier move on towards different applications to
strategy to get more reach and reduce risks. try on the products.

Industry This service helps my industry to be more I have a negative image of virtual try-on
scope known and that leads to generating more platform.
customers or followers.
The process of adopting augmented reality
The competitor or partner brands have technology to my business is too
started to adopt augmented reality in their complicated to be useful
development.
I have such an image that augmented
I think that the accessories industry in the reality is difficult to use.
future requires my business to adopt
augmented reality. Price For the early stage of the business, price
adjustmen needs to be lowered / to be given a discount
Usage People who influence me do not use ts for customers.
Barrier augmented reality services.
The pricing method needs to be innovated

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 Variables Indicators Open Properties Participants’ words
Code
to other available methods.
Stimulate to want to buy
Product The technology advancements in options, purchase Increases sales / Make
improvem features, scanning of augmented reality product customers want to buy /
ent filters need to be improved. Increasing Make customer to
number of satisfied and repurchase
Augmented reality filters need to be more usage within Rapid growth in AR usage
precise and fitted in the camera and the customers / large increases in
face of the user. amount of AR users

Augmented reality needs to visualize a Product / Ease in Help in engaging more

more realistic image (materials, size, Innovation product customer / Help in digital
colors) of the product. scope marketing marketing / Increasing
Visualization business’ reach / Increase
Need more human resources to conduct of products awareness
more R&D activities to produce higher online Help visualize the
technology of augmented reality. Improved products / Help to imagine
innovation the product look / Help to
Accessibil Augmented reality needs to be available on and product match and styling
ity more platforms. quality products
Compatibilit Help in business’
People need to know that there is a y with the technology development /
business that can provide augmented reality type of Help accentuates the
making services. product product / increase the
attractiveness of a
Marketing The service needs to be available to more business
& types and varieties of product. Suits with the type of
promotion product that I sell
The business needs to have more
campaigns and activation on social media. Individual Accentuate Represent my aesthetics /
(personal vision, Suitable with my design
benefit) design and standard / Corresponding
The business need to improve on more
ways of marketing, promoting and selling scope aesthetics with my vision
Help Helps me growing my
the product
growing reputation / improve my
reputation, personal branding / help
personal me with networking
5. DATA ANALYSIS
branding & Reduce afraidness of
From the in-depth interview results, open coding is networking being left behind / remove
conducted with the properties of the research Reduce the feeling of missing out
measurement and variables. This research will do anxiety of
variable synchronization that will help in being left
behind
categorizing participants’ words from the interview
into indicators and properties of the categories Business Increase Helps me reduce time
regarding the research questions. Below is the open scope productivity consumption / Reduce
codes: (time, effort, effort / Helps me to reach
and my customer easier
accessibility) Increase my
Research Question 1: What are the supporting factors Strengthen responsiveness with
of the accessory businesses to adopt augmented relationship customer / Help my
reality implementation in the business? (responsiven business to reduce
Open Codes for Research Question 1: ess, question and confusion /
satisfaction, Provide consumer
Open Properties Participants’ words stability) satisfaction / Make my
Code Integrate, company more stable
simplify, Integrate my collection
Customer Help Help customer whether to connect, and into one / Connect my
scope customer’s buy the product or not / organize business flow better /
decision Help customer to choose products Simplify shopping flow /
making which product that they Give variety Help organize my

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 Open Properties Participants’ words Open Properties Participants’ words
Code Code

and products impact in consumer satisfaction /

availability Give new experiences of increasing Customer aren’t satisfied
of shopping / Entertain consumer with the feature
experiences customer satisfaction
Complement Reduce risks / Goes along
business with business strategy to Risk Increase risk My designs is at risk of
strategy and tackle problem Barrier in design being copied / stolen if I
reduce risks getting use AR
copied or I think it is unsafe for my
Industry Help Help creative industry in stolen customer to use this
scope industry to international market / Unsafe feature / Privacy and
be more Generate more audiences privacy and security of my customers’
known, & followers security for data are being at risk if
generate Triggered when customers they use AR
followers competitors or partners Concerning Sharing the details of the
AR adoption have used the feature product design of my product
of We are required to use AR design details concerns me / grows my
competitor in the future / Customer sharing anxiety
and partner told us to use AR feature /
Future AR AR is a trend that needs to Tradition Requirement It needs new behaviors to
adoption be adapted Barrier of new use AR / It is hard to
requirement behaviors adapt for us to use AR
Inability to AR virtual try-on can’t
Research Question 2: What are the opposing factors replace replace offline try-on
of the accessory businesses to adopt augmented offline try-on experience / Can’t be the
reality implementation in the business? experience alternative of offline
Open Codes for Research Question 2: Impatience of experience
customers for The try-on process felt too
Open Properties Participants’ words try-on tiring and long
Code process

Usage Influencing There is no people in my Image Complicated It is too complicated for

Barrier people don’t environment who use AR / Barrier usage for my customer to move to
use AR People that I know has customers another app to try on the
No not use AR before moving on product
recommendat I don’t get any different apps Virtual try on is not good
ion from recommendation from the Negative / not useful in my
important people I think that is image of perspective
people important (co-founders / virtual try-on The process to adopt AR
Valued customers / role model / platform in my business is too
opinion investors, etc) Adoption complicated
preferred the People that has the process is I think / My customers
AR disuse opinion that I value (co- too think that AR is hard to
founders / customers / complicated use
role model, investors etc) Difficult
prefer not to use AR image of
using
Value Unhelpful in There is no significant augmented
Barrier digital impact in engagement / reality
marketing getting customer to aware
Uneconomica It is not helping me a lot Research Question 3: How to ease the concerns of
l & unhelpful in increasing sales / The augmented reality implementation in the accessories
in increasing price / effort being spent business?
sales is not worth it compared Open Codes for Research Question 3:
Uninfluential to the impact
in customer’s It doesn’t influence / Open Properties Participants’ words
buying convince my customer Code
motivation with their decision (to buy
No or not) Price Need of The price of AR services
significant It doesn’t increase adjustme lowered / needs to be affordable / It

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 Open Properties Participants’ words 6. CONCLUSION AND IMPLICATION
Code 6.1 Conclusion
Augmented reality development has significantly
nts discounted needs to be cheap / Give grown throughout these past few years. It has proven
price new business some discount to have helped commercial businesses in
Innovation I think you need to change
in pricing your pricing method engagement, technology development, and new
method immersive experiences in shopping. But in reality,
there are still some gaps of augmented reality
Product Need I hope the technology that adoption in the accessories industry despite the
improve improvemen makes AR evolved / AR can
ment t in AR be improved in providing
adaptation to go digital that needs to be conducted
options, more tools / features / due to the pandemic. It has been a challenge for all
features, options / functions accessories businesses to keep innovating and always
scanning The precision needs to be provide the best shopping experience for their
Need to be improved / The filters need customers. Thus, this study believes that augmented
more precise to be more precise / The
add fitted to filter needs to be more reality can be the solution for tackling this challenge.
camera and natural / more fitting to the RQ 1: What are the supporting factors of the
face user face accessory businesses to adopt augmented reality
Need to The filter needs to show a implementation in the business?
visualize realistic image / The filter
more needs to visualize in more Indicators Key Supporting Factors
realistic detailed way / Needs to
image show clearer / specific Product / 1.AR helps businesses to visualize their
(materials, materials / exact size / Innovation products better, where they can provide
size, colors) colors customers an experience to match and
More human I think you need human style their products with their fashion.
resources to resources to conduct R&D / 2. AR implementation in accessories
conduct Need improvement in your products complements and suits the
R&D R&D and conduct more business.
3. AR helps in the business’ customer
Accessib Availability AR needs to be accessible in engagement, marketing, market reach,
ility in more more platforms / I hope and awareness to more audiences.
platforms there is not only 1 platform
More where we can access AR Customer 1. AR helps the customer to choose
awareness in More people need to know which product that they want to buy, it
augmented about AR services providers convinces customers with their decision
reality / There is still not many (to buy or not to buy).
service people that know about AR 2. There has been a significant growth in
providers service providers AR usage within the accessories and
fashion industries where businesses begin
Marketin Availability I hope AR filters can be to adapt this technology.
g& for more available for more types of
promotio types of products / not just in the Business 1. AR can help increase the
n products face area / available for my responsiveness of a business with their
Need more products customers, it helps the business to reduce
social media AR service providers needs questions and confusions which leads to
campaign to have more social media consumer satisfaction and stability.
and campaign or activation / AR 2. AR can help in integrating and
activation service providers still lacks organizing accessories business’ seasonal
Improvemen of promotion collection products into one where it
t in ways of AR service providers need to simplifies the shopping flow and
promotion think fresh ways of connects the business flow better.
and selling promotion and selling
RQ 2: What are the opposing factors of the accessory
This open code result has come to data saturation, businesses to adopt augmented reality
analyzing the most mentioned properties, which can implementation in the business?
be seen on chapter 6.
Indicators Key Opposing Factors

Usage AR is still considered new and unfamiliar

barrier to the accessories industry, as people in

1463
 Indicators Key Opposing Factors However, the feature offered in the current
augmented reality filter is still limited.
the businesses and environment haven’t Therefore, for further improvement the tools and
used AR before. options in the AR filters need to be escalated
which can give more functions other than
Risk barrier There is a significant risk of product
design getting copied due to social media visualization like measurement, styling, and
based features. others in the future.
Other than that, another finding in this research is
Value The cost (price, effort, risks) of adopting that one of the reasons why accessory businesses
barrier AR still not worth compared to the haven’t adopted this service is because of the
technology feature and the impact given
awareness of the existence of augmented reality
Tradition For some demographic of customers of service providers. Thus, this study also recommends
barrier the accessories business (>40 years old), augmented reality service providers to activate more
it is still hard for them to adapt with AR campaigns and marketing activities like social media
technology.
approaches, introductory meetings, and user
RQ 3: How to ease the concerns of augmented reality generated content. As one of the emerging
implementation in the accessories business? augmented reality industry players, Interaxe.ID has
This research question will be answered in the next prospective potentials to penetrate the accessories
subchapter, business implication. business market because there has been no major or
dominating business in this industry yet.
6.2 Implication
By gaining insights and perspectives from 7. REFERENCES
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