What question did this study set out to answer?

This research aims to understand the psychological pathways that influence purchase intention in AR-based online cosmetics shopping.

April 10, 2026SHILAP Revista de lepidopterologíaOpen Access

Understanding the psychological drivers of purchase intention in AR-based online cosmetics shopping: a dual-mediation perspective of attitude and experiential value

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This research aims to understand the psychological pathways that influence purchase intention in AR-based online cosmetics shopping.
Developed and tested a dual-mediation model using the stimulus-organism-response framework.
Collected data from 342 consumers using AR virtual try-on features for cosmetics.
Applied partial least squares structural equation modeling to analyze the data.
Attitude towards AR cosmetics shopping is positively influenced by perceived ease of use and perceived usefulness.
Experiential value is positively affected by enhanced virtual presence and reduced perceived intrusiveness.
Both attitude and experiential value significantly enhance purchase intention, with experiential value showing a slightly stronger effect.

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Implication

Examines augmented reality's role in enhancing purchase intention in online cosmetics shopping, indicating the importance of attitude and immersive experience.

Cite This Study

Nguyen et al. (2026) studied this question.

synapsesocial.com/papers/69d8930e6c1944d70ce041bd https://doi.org/10.1080/23311975.2026.2653901

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Implication

Examines augmented reality's role in enhancing purchase intention in online cosmetics shopping, indicating the importance of attitude and immersive experience.

Understanding the psychological drivers of purchase intention in AR-based online cosmetics shopping: a dual-mediation perspective of attitude and experiential value

Key Points

Discussion

Implication

Cite This Study

Understanding the psychological drivers of purchase intention in AR-based online cosmetics shopping: a dual-mediation perspective of attitude and experiential value

Key Points

Discussion

Implication

Cite This Study

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