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About Augmented Reality AR App Use in The Beauty Product Industry and Consumer Purchase Intention
This document summarizes a research article about how augmented reality (AR) apps can influence consumer purchase intentions in the beauty product industry. The study explored how AR experiences can impact consumer perceptions and brand awareness. It examined how factors like flow experience, decision comfort, and individualism/fashion innovativeness may moderate the relationship between AR use and purchase intentions. The results suggested that vividness, realism and aesthetics of AR content are more influential on consumers than control/modification features. AR was found to encourage exploratory behavior and positively impact purchase intent. Different levels of individualism and fashion innovativeness led to varying effects of AR on consumers' purchase decisions.
Detailed Information
| Author: | ['Nguyễn Hiền'] |
|---|---|
| Publication Year: | 2023 |
| Pages: | 22 |
| Language: | English |
| Format: | |
| Price: | FREE |
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