Author Identifier (ORCID)
Abstract
The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on customer engagement behavior, within the Stimulus–Organism–Response (S–O–R) framework. Experiential value serves as the stimulus, flow and psychological states as the organism, and engagement as the response. Data were collected from 320 Indonesian e-commerce using a purposive sampling technique, targeting respondents with prior experience using Virtual Try-On (VTO) features through an online questionnaire distributed via Google Forms, and were subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that experiential value and flow are fundamental drivers of immersive experiences. Interestingly, although flow significantly increased perceived enjoyment, these affective responses did not independently mediate the relationship with engagement behavior. Instead, customer trust and satisfaction acted as significant primary mediators, indicating a pragmatic immersion profile in which Indonesian consumers prioritize functional validation and system reliability over mere digital entertainment. These findings underscore that in markets with high uncertainty, evaluative and relational mechanisms are more important for sustained engagement than short-term hedonic responses. Practically, this research suggests that brands should prioritize photorealistic accuracy and biometric data security to foster long-term trust, while using enjoyment as a secondary engagement stimulus.
Keywords
augmented reality, customer engagement behavior, e-commerce, experiential value, flow, Virtual Try-On
Document Type
Journal Article
Date of Publication
5-1-2026
Article Number
155
Volume
21
Issue
5
Publication Title
Journal of Theoretical and Applied Electronic Commerce Research
Publisher
MDPI
School
School of Nursing and Midwifery
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Subawa, N. S., Nariswari, N. P. C. A., Dewi, M. M., Wiranata, A. a. G., Mimaki, C. A., & Utami, M. S. M. (2026). Understanding customer engagement behavior in virtual try-on services: Evidence from Indonesia. Journal of Theoretical and Applied Electronic Commerce Research, 21(5). https://doi.org/10.3390/jtaer21050155