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I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products

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  • Recalde, Daniella
  • Jai, Tunmin Catherine
  • Jones, Robert Paul

Abstract

Given the growing investment in augmented reality (AR) in the retail industry, it is essential to understand shoppers' motivations to adopt AR mobile apps. Previous literature explores the intention to adopt AR based on its interactive, playful, and augmentation properties. However, once a user gains familiarity with the AR utilitarian benefits, other factors come into play to enhance or interrupt the purchase journey. Therefore, the present study proposes an integrated TAM model, including self-efficacy as an antecedent and shopper engagement as a mediator of shopper attitud toward using AR. A total of 355 responses were collected from U.S. female cosmetics online shoppers. Using structural equation modeling, the results revealed different variables influence shoppers' purchase intentions according to their AR experience (i.e., experienced versus inexperienced). Specifically, perceived usefulness is the strongest predictor for inexperienced AR shoppers, and self-efficacy strongly influences experienced AR shoppers. Furthermore, the study uncovered the pivotal role of shopper engagement as a mediator between shoppers' AR perception and the positive attitude and behavioral intention to purchase cosmetic products using AR mobile apps. These insights contribute to the beauty and personal care industry and other consumer product areas as they further develop innovative personalized shopping experiences to increase and solidify their online market share.

Suggested Citation

  • Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000602
    DOI: 10.1016/j.jretconser.2024.103764
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