Adoption of Augmented Reality Technology and Cosmetics Purchase Behavior among Female Consumers

Abstract

The objectives of this research are to 1) Perceptions of ease, perceived benefits, and perceived risks of Augmented Reality (AR) technology. 2) Acceptance of AR technology. 3) Makeup purchasing behavior through online platforms. 4) The influence of perceived ease of use on acceptance of AR technology. 5) The influence of perceived benefits on acceptance of AR technology. 6) The influence of perceived risks on acceptance of AR technology. 7) The influence of AR technology acceptance on makeup purchasing behavior through online platforms. This is a quantitative research study targeting female consumers aged 18 and above, who are interested in makeup products and are members of social media makeup groups, with a sample size of 400 people. A questionnaire was used as a data collection tool, and statistical analysis, including percentages, means, and standard deviations, was conducted. Hypotheses were tested using simple linear regression analysis (SRA).

            The research findings indicate that the sample group perceives AR technology's ease of use and perceived benefits at the highest level, with mean scores of 4.39 and 4.40, respectively. Perceived risks of AR technology are perceived at a moderate level, with a mean score of 2.70. Overall acceptance of AR technology is high, with a mean score of 3.71, and makeup purchasing behavior through online platforms is frequent, with a mean score of 4.01

            The analysis of hypotheses reveals that perceived ease and perceived benefits significantly influence the acceptance of AR technology in cosmetics products at a statistical significance level of 0.05. Additionally, acceptance of AR technology significantly influences online cosmetics purchasing behavior at the same significance level. However, perceived risks do not significantly influence the acceptance of AR technology in cosmetics products.