The Role of the Virtual Try-On Feature and Customer Perceived Value in Digital Customer Experience: A Study of Cosmetic Product Users

This study examines the relationships of the virtual try-on (VTO) feature and customer perceived value with digital customer experience among cosmetic product users. An online cross-sectional survey yielded 108 valid responses. PLS-SEM showed positive associations between digital customer experience and both VTO (β = 0.344; p < 0.001) and perceived value (β = 0.564; p < 0.001). The model explained 75.4% of the variance in digital customer experience. The findings suggest that cosmetic retailers should combine responsive, personalized product visualization with convenient and valuable shopping interactions. The cross-sectional design does not establish causality.