Women’s Adoption of Augmented Reality in the Context of Beauty Products in Emerging Country

Abstract

Augmented reality (AR) is a technology that allows real-time virtual elements to be integrated into a real environment. The goal of this research is to investigate the effect of AR attributes (interactivity, vividness, novelty) on perceived usefulness, perceived ease of use and consumer’s engagement. A quantitative research design and purposive sampling method were employed with a sample of 300 women in Tunisia on a beauty AR mobile application. The findings show that AR attributes positively influence consumer’s perceived ease of use and usefulness and as well as customer engagement. The TAM factors have a positive effect on user experience to AR. Furthermore, the later has a significant effect on customer engagement toward the technology of AR. The results highlight also a moderating effect of high self-efficacy and generation Z between all AR attributes and consumer’s perception of ease of use and usefulness. This study provides a greater comprehension of an unavoidable role of AR technology in the context of beauty products for women in emerging country.