AR virtual try-on application of MAC Cosmetics and purchase intention mediated by AR experience among Gen Y beauty consumers

• Main Authors: Borromeo, Elizabeth, Delos Santos, Annielyn S., Tomas, Sophia Mikah C.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Augmented reality; Cosmetics; Selling—Cosmetics; Electronic commerce; Technology and Innovation
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/7
• Institution: De La Salle University

Several studies on Augmented Reality technology reported the characteristics of Augmented Reality applications have contributed to immersive AR experience to the users. Also, some studies stated that AR experience influenced the user’s behavioral intentions and cognitive psychology. However, the linkage and relationship among the AR virtual try-on application, AR experience, and purchase intention is yet to be discovered, and is to be addressed in this paper. To add, the purpose of the study conducted is to know the effects and relationship of AR virtual try-on application of MAC Cosmetics’ lip product on the purchase intention with the mediating variables of AR experience among Gen Y beauty consumers in the Philippines. The researchers use a quantitative, descriptive, causal-explanatory, correlational, and exploratory design for the study. The survey instrument is used and a five-point Likert Scale is applied to measure the variables being studied. This study respondents were 100 Gen Y beauty consumers who are female and residing in the Philippines. The data were collected via online survey and were analyzed through correlational analysis, regression analysis, mediating variable analysis, and exploratory analysis. Additionally, in order to qualify and expound the quantitative results, a set of FGD was administered, and a pattern-matching analysis was conducted. The results from the analysis show that (1) AR virtual try-on application of MAC Cosmetics has a significant positive relationship and effect on AR experiences with a p-value of 0.008 for correlation analysis and 0.004 for regression analysis, (2) AR experiences have a significant positive relationship and effect on purchase intention with a p-value of 0.008 for correlation analysis and 0.004 for regression analysis, and (3) AR experiences mediate the positive effects of AR virtual try-on application on purchase intention with a p-value of 0.000 as the result of mediating variable analysis. The higher the interactivity, perceived augmentation, and environmental embedding under AR virtual try-on application is delivered from the website interface to the user, the higher the AR experience is received by the users. These AR experience are utilitarian benefits, hedonic benefits, perceived usefulness, and perceived enjoyment. Likewise, the higher the AR experience, the higher the purchase intention among the beauty consumers is displayed. In pattern-matching analysis, it is noted that AR technology is still a bit insufficient in giving the AR experience due to the limitations of touch. Besides, other than customer reviews, amount of information, and the positive effect of AR experience, it is pointed out by the beauty consumers that they also care about the cost of the product. Consequently, businesses today should integrate Augmented Reality technology to elevate their experiential strategies. By doing this, it would help the business to be more profitable. Another, the incorporation of AR technology can be a competitive advantage for the business by providing accessibility, interactive, useful, fun, and enjoyable AR experiences to the users, which is more likely to be a prompt to purchase the product. The researcher’s contribution to the field of study is to determine the effect of specific characteristics of Augmented Reality virtual try-on to AR experience to purchase intentions, particularly, in the makeup industry from the perspective of the users and potential customers who have been using the Augmented Reality technology online as the linkage between the variables being studied is not yet investigated in the previous literatures.