DATA DRIVEN GOVERNANCE OF DIGITAL COMMERCE PLATFROM: THE ROLE OF AUGMENTED REALITY IN ENHANCING CONSUMER DECISION QUALITY

Digital commerce platforms increasingly rely on data-driven governance mechanisms to guide consumer decision-making, particularly for high-involvement products such as furniture. The absence of physical interaction in online environments often leads to uncertainty, reduced trust, and lower conversion rates. Augmented Reality (AR) has emerged as an intelligent decision-support system that enhances information transparency, decision accuracy, and user confidence by enabling realistic product visualization in real-world contexts. This study investigates how AR capabilities—interactivity, vividness, novelty, system quality, and product informativeness—affect user satisfaction, continuance intention, and purchase intention in online furniture shopping. Using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, data were collected from 212 respondents with prior experience using AR features in e-commerce platforms. The results indicate that system quality, interactivity, and product informativeness have a significant positive effect on user satisfaction, which subsequently drives continuance intention and purchase intention, while vividness and novelty show no significant impact. From a data-driven governance perspective, these findings demonstrate how AR functions as a soft governance mechanism embedded within digital platforms by structuring data quality, information reliability, and system performance to guide consumer behavior. Furthermore, the study contributes to the Sustainable Development Goals (SDGs), particularly SDG 9 (Industry, Innovation, and Infrastructure) and SDG 12 (Responsible Consumption and Production), by highlighting how data-driven AR systems promote informed consumption, reduce decision uncertainty, and support sustainable digital commerce practices. Practically, the study provides insights for platform designers and policymakers on leveraging AR-enabled data governance to enhance consumer trust, decision quality, and long-term platform sustainability.