The effect of perceived augmentation on pleasurable experiences and consumers' adoption intention – an empirical study based on virtual makeup

Purpose The objective of this study was to examine how perceived augmentation influences pleasure and consumers' adoption intention. Design/methodology/approach The research conducted one empirical study. Four hundred and seventeen students at a major Chinese University participated in our study. Findings The results showed that perceived augmentation influenced three types of pleasure and adoption intention significantly. In the relationship between perceived augmentation and adoption intention, the mediating roles of cognitive pleasure and affective pleasure were significant. Compared with sensory pleasure and affective pleasure, the effect of cognitive pleasure on adoption intention was strong and the mediating effect of cognitive pleasure was strong. Situation moderated the effect of perceived augmentation on pleasure. Originality/value This study enriches the research of augmented reality technology, especially the research on augmented reality-based virtual makeup. This article supplements the literature on pleasure and extends mechanisms behind the effect of perceived augmentation on intentions. Our work also confirms the explanation power of cognitive appraisal theory.