| dc.description.abstract | Abstract
The application of augmented reality (AR) has been accelerated with the continuous progress of artificial intelligence (AI), & its application has also been extended to various scenes of people′s lives, & making people′s life & work more convenient. Recently, AR has been widely used in advertising & marketing. It enhances the user′s experience in the consumption process by interacting with consumers, thereby increasing the purchase intentions. Today, the most major beauty br&s do also apply augmented reality on their beauty technology application to provide try-on service on their websites.
This research aimed at the purchase intention of beauty products by augmented reality application. Using the SOR model, the characteristics of augmented reality are used as pre-factors. In order to underst& the consumers’ emotion, the emotional model - PAD is used as mediating variables to explore the influence of the above factors on consumers′ purchase intention. In this research, it adopted an online questionnaire survey, & the people is the potential consumers of beauty products in Taiwan were taken as the research object. A total of 407 valid questionnaires were collected, which the hypothesis, validation, & analysis were verified by SEM (Structural Equation Modeling). This research illustrates that the AR features of augmentation & vividness have a significant impact with dominance in the AR online try-on service. In the emotional model, the dominance has a direct impact on the arousal, & then the arousal significantly affect the pleasure. In addition, the pleasure has a positive impact to purchase intention.
Keywords: Purchase Intentions, Augmented Reality, Emotional Model , SOR Model | en_US |