An Examination of Perceived Value in Augmented Reality Applications in the Context of Digital Customer Experience: The Sephora Example

Aslıhan BEKAROĞLU Özatar and Aysun Varan

Fiscaoeconomia, 2026, issue 2

Abstract: The aim of this study is to examine the dimensions of perceived value in augmented reality (AR) based applications within the context of digital customer experience. The research focuses on the artificial intelligence–supported services of the Sephora mobile application, including Virtual Artist, Virtual Try-On, Color IQ, and Expert Looks, Virtual Tutorials. User-generated reviews from App Store and Google Play were collected via web scraping and analyzed through thematic content analysis using MAXQDA 2024 software within the framework of the PERVAL model. Findings indicate that functional value (quality) emerged as the most dominant dimension, highlighting the importance of technical performance, ease of use, and perceived benefits in shaping customer satisfaction. The study reveals that AI- and AR based applications generate not only functional benefits but also emotional engagement and user loyalty. The research contributes to the literature by demonstrating the applicability of the PERVAL framework in analyzing user-generated content in a digital retailing context and by demonstrating M31, L81, D91 how artificial intelligence and immersive technologies co-create multidimensional customer value.

Keywords: Digital Customer Experience; Augmented Reality; Artificial Intelligence; Perceived Value (search for similar items in EconPapers)
JEL-codes: O33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:fis:journl:260227

DOI: 10.25295/fsecon.1900806

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