Factors Affecting Purchase Intention in Virtual Makeup Try-on Using AR-AI Technology
Keywords:
Realism of technology, Compatibility with consumer lifestyle, Purchase intention, AR-AI technologyAbstract
This study aims to investigate the factors influencing purchase intention in virtual makeup try-on using Augmented Reality (AR) and Artificial Intelligence (AI) technology. The sample consisted of 400 individuals who had previously purchased and experienced cosmetic products. Data were collected through an online questionnaire and analyzed using multiple regression with the IBM SPSS version 29. The variables examined included ease of use, technological realism, engagement and satisfaction, trust and transparency, emotional and sentimental connection, compatibility with consumer lifestyle, and social influence. These factors were analyzed in relation to purchase intention, purchase interest, and purchase inclination. The findings indicate that technological realism (β=0.333, p<0.001), engagement and satisfaction (β=0.184, p<0.001), compatibility with consumer lifestyle (β=0.329, p<0.001), and social influence (β=0.156, p<0.001) significantly enhance purchase intention. Conversely, ease of use negatively impacts purchase inclination (β=-0.072, p<0.05), while trust and transparency show no significant effects. These results imply that businesses should prioritize hyper-realistic AR-AI interfaces and lifestyle-integrated marketing strategies to optimize consumer decision-making.
References
Ao, L., Bansal, R., Pruthi, N., and Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
Arnould, E. A. P., and Cost, L. (1993). River magic: Extraordinary experiences and the extended service encounter. Journal of Consumer Research, 20(1), 24–45. https://doi.org/10.1086/209331
Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6(4), 355–385. https://doi.org/10.1162/pres.1997.6.4.355
Bilal, M., Jianqu, Z., and Ming, J. (2021). How consumer brand engagement effects on purchase intention? The role of social media elements. Journal of Business Strategy Finance and Management, 2(1), 44–55.
Burton-Jones, A., and Hubona, G. S. (2005). Individual differences and usage behavior: Revisiting a technology acceptance model assumption. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 36(2), 58–77.
Daassi, M., and Debbabi, S. (2021). Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism. Information and Management, 58(4), 103453. https://doi.org/10.1016/j.im.2021.103453
Dash, G., Kiefer, K., and Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Deshpande, R., and Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81–101. https://doi.org/10.1177/002224299305700106
Do, Y. J. (2022). The convergence of cosmetics and advanced technology: “Beauty Tech”. Korea Marketing News.
Dwisuardinata, I. B. N., and Darma, G. S. (2023). The impact of social influence, product knowledge, and fear of missing out (FOMO) towards purchase intention on alcoholic beverage in Bali. Binus Business Review, 14(1), 1–11.
Fuengfung, L., and Wijitchamri, N. (n.d.). Acceptance of virtual reality technology and female consumers’ cosmetic purchasing behavior through online platforms. Mahachula Nakhon Thonburi Journal, 11(3), 215-226. (in Thai)
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.
Giddens, A. (1987). Social theory and modern sociology. Polity Press.
Hargyatni, T., Purnama, K. D., Wiratnoko, D., Kusumajaya, R. A., and Handoko, S. (2022). The framework of customer engagement on customer satisfaction: The antecedents and consequences. Journal of Management and Informatics, 1(1), 11–16.
Krungthai COMPASS. (2024). Cosmetics business trends. SETTRADE. [Online]. Retrieved 14 November 2024 from: https://media.settrade.com/settrade/Documents/2024/Nov/141124-Krungthai-COMPASS-Cosmetic.pdf
Laphatsarada, F., and Natthachuda, V. (2024). Acceptance of virtual reality technology and cosmetic purchase behavior on online platforms among female consumers. Journal of MCU Nakhondhat, 11(3), 215–226.
Lavidge, R. J., and Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
Maftuchach, V., and Safitri, K. E. (2023). The impact of ease of use and promotion through purchase intention on the purchase decision Shopeepay e-wallet in Jakarta. Journal of Economics and Business Letters, 3(6), 19–25.
Mandala Team. (2024). Analysis of the Cosmetics Market Structure with the Latest Trend Updates. Mandala System Blog. [Online]. Retrieved 3 April 2024 from: https://blog.mandalasystem.com/th/cosmetics-market-in-thailand
Moorman, C., Mullet, G. M., and Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22(1), 93–96. https://doi.org/10.2307/3151553
Oktania, D. E., and Indarwati, T. A. (2022). The effect of perceived usefulness, perceived ease of use, and lifestyle compatibility on intention to use social commerce features (Study on TikTok social media users). Jurnal Ilmu Manajemen, 10(1), 255–267.
Rieber, L. P. (1994). Computers, graphics and learning (Vol. 66). Brown and Benchmark.
Silaban, P. H., Silalahi, A. D. K., Octoyuda, E., Sitanggang, Y. K., Hutabarat, L., and Sitorus, A. I. S. (2022). Understanding hedonic and utilitarian responses to product reviews on YouTube and purchase intention. Cogent Business and Management, 9(1), 2062910. https://doi.org/10.1080/23311975.2022.2062910
Thansettakij. (2023). Strong Drug Push Revives 300-Billion-Baht Cosmetics Industry. [Online]. Retrieved 10 September 2023 from: https://www.thansettakij.com/business/marketing/575627 (in Thai)
Turing, A. M. (1950). Computing machinery and intelligence. Mind, 59(236), 433–460. https://www.csee.umbc.edu/courses/471/papers/turing.pdf
Vivek, S. D., Beatty, S. E., and Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Innovation and Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
See Publication Ethics https://so03.tci-thaijo.org/index.php/journalcim/Ethics
