AI-Powered Augmented Reality App Satisfies My Beauty Needs and Want

Butt Asad Hassan, Ahmad Hassan (), Khan Naeem, Mumtaz Usman and Muzaffar Asif
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Butt Asad Hassan: Department of Marketing, Faculty of Business Administration, 125900 University of Tabuk , Tabuk, Saudi Arabia
Ahmad Hassan: Business School, 12440 Liaoning University , Shenyang, China
Khan Naeem: Faculty of Management Sciences, 66901 University of Central Punjab , Lahore, Pakistan
Mumtaz Usman: Faculty of Management Sciences, 66901 University of Central Punjab , Lahore, Pakistan
Muzaffar Asif: 1725 Birmingham City University , Birmingham, UK

Review of Marketing Science, 2024, vol. 22, issue 1, 87-115

Abstract: Purpose: Online shopping is changing because of augmented reality technology. The study aimed to understand augmented reality’s impact on the consumer shopping experience in an online context and further understand how its information, service, and ease of use can impact its continuous intention. Design/Methodology/approach: This research is based on a sample of 348 from China and structural equation modeling using Smart-PLS. Findings: The study outcomes show that Chinese consumers are intrigued and feel engaged with the augmented reality makeup app. Most users have shown positive results towards different constructs, which shows the significance of this technology. Chinese consumers adopt such technologies because of their immersive power that enhances the real environment while shopping online for cosmetic products. Originality: Augmented reality is a disruptive technology that is changing the shopping experience. The current framework helps to understand consumer engagement with this technology and contributes to the AR literature and theory. The insights provide a strong base for future strategy development to integrate this technology in online and offline stores.

Keywords: AI-powered tools; augmented reality immersive experience; augmentation quality; augmented reality expertise; enjoyment; interactivity (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1515/roms-2023-0018

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