Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

• Published in: Asia Pacific journal of marketing and logistics 2022-01, Vol.34 (1), p.110-131
• Main Authors: Wang, Yining, Ko, Eunju, Wang, Huanzhang
• Format: Article
• Language: English
• Subjects: Aesthetics; Augmented reality; Beauty; Behavior; Consumers; Electronic commerce; Hypotheses; Individualism; Marketing; Purchase intention; Research methodology; Retail stores; Shopping; Smartphones
• ISSN: 1355-5855; 1758-4248
• DOI: 10.1108/APJML-11-2019-0684

PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emer