| dc.description.abstract | Augmented Reality (AR) technology has been developed for many years. Recently, with the popularization of smartphones and the advancement of tablet computers, the application of augmented reality (AR) has become more diverse, and more and more companies are using AR. In this way, consumers can experience an immersive shopping experience, reduce the gap between the imagined and actual products, and increase consumers′ willingness to purchase. In this study, an online questionnaire was used, and users of augmented reality (AR) online makeup were used as the research objects. A total of 378 valid questionnaires were collected, and a linear structural equation was used to analyze the research hypothesis. The results show that the interactivity, vividness, and spatial presence of AR features have a positive and significant impact on consumers′ emotional and cognitive levels, and the perceived personalization at the cognitive level will significantly affect consumers′ purchase intention and word of mouth, which is different from the past. Consumers′ emotional decision-making methods, consumers′ more rational cognition affects their purchase intention and word of mouth. On the other hand, although perceived intrusiveness affects perceived privacy risk, it has no significant impact on consumers′ purchase intention and word of mouth. The results of this study can provide suggestions and reference for the academic and practical circles. | en_US |