From 2D images to augmented reality

: assessing the effects on consumer purchase intentions and perceived quality in beauty products

Abstract

The beauty industry is transforming due to advancements in digital technology, with augmented reality emerging as a key tool for enhancing consumer experiences. AR try-on features, which enable consumers to virtually apply beauty products, offer a new level of interactivity and personalization in online shopping. This innovation addresses the e-commerce challenge of not being able to physically try products before purchase. This thesis investigates the impact of AR try-on features on consumer purchase intentions in the beauty industry, focusing on lipstick and mascara. The study compares AR try-on features with traditional 2D product presentations on models to understand their influence on purchase intentions and perceived quality. Using a posttest-only between-group experimental design, female participants were randomly assigned to one of three conditions: AR try-on without incentive, AR try-on with incentive, and standard 2D images on models. The primary objective was to determine whether AR try-on features enhance purchase intentions more effectively than traditional methods. The findings indicate that AR try-on features do not significantly increase purchase intentions compared to 2D images. While AR enhances interactivity and engagement, these advantages do not translate into higher purchase intentions, possibly due to unmet consumer expectations regarding the realism and accuracy of AR representations. Additionally, the perceived quality offered by AR try-on features does not significantly contribute to increased purchase intentions. The study highlights the critical role of perceived quality and realism in shaping consumer behavior, suggesting that advancements in AR technology should focus on improving its features to meet consumer expectations.

Date of Award	27 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)