The effect of augmented reality on consumers´ intention to purchase make-up products in online retail environments

  • Mariana Malhó da Cruz (Student)

Student thesis: Master's Thesis


The disruptive effect of technology on business models and consumers’ behaviors has paved the way for revamping the retail industry. Conscious that brick-and-mortar channels are no longer sufficient to thrive in a hyper-connect and competitive marketplace, retailers are increasingly digitalizing their businesses by developing omnichannel strategies designed to target consumers throughout multiple decision-making journey touchpoints. For high-involvement product categories where meaningful sensorial product experiences are highly valued, the successful expansion to e-commerce platforms presents a challenge due to the channels’ inability to provide sensorial experiences. The present dissertation aims to assess the effects of Augmented Reality (AR) technology as a strategy to simulate sensorial experiences in online retail environments contributing to deliver an enhanced service experience and to generate purchase intentions within the make-up industry. The research study conducted to assess the impact of AR on the industry’s digitalization and its competitive advantage compared to the 2D product display strategy currently implemented by most retailers, illustrated a significant effect of AR on consumers’ intentions to purchase make-up products in online retail channels. Thus, indicating the technology implementation's adequacy to surpass the online channels' sensorial (visual and touch) limitations. The significant effect of AR on service experience dimensions (hedonic and utilitarian value) and consumer psychological responses (decision comfort) demonstrates to be greater when compared to the one disrupted by the 2D strategy, leading the findings of this dissertation to be crucial to aid retailers in developing a competitive service experience approach.
Date of Award4 Feb 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniela Langaro (Supervisor)


  • AR
  • Online retail environment
  • Purchase intentions
  • Mental intangibility
  • Sense of control
  • Decision comfort
  • Hedonic and utilitarian value perceptions
  • Sensory experience


  • Mestrado em Gestão e Administração de Empresas

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