An Empirical Study on the Use of Augmented Reality in Cosmetic Product Purchases by Extending The TAM Model and Engagement Framework

The sale of cosmetic products on e-commerce platforms and other platforms supported by augmented reality technology is growing rapidly. However, many consumers are still unaware of the existence of augmented reality technology that supports the decision-making process for purchasing cosmetics. Therefore, this study aims to analyze the influence of the Technology Acceptance Model framework, consisting of perceived usefulness and perceived ease of use, on attitudes and behavioral intentions in purchasing cosmetic products using AR. In addition, customer engagement as an extension construct is hypothesized to influence consumer attitudes toward augmented reality technology. Research data were collected through an online survey via social media platforms from 284 consumers who had interacted with augmented reality technology in purchasing cosmetics. Therefore, the purposive sampling technique was applied in this study. Data analysis used multivariate statistics: variance-based structural equation modeling (PLS-SEM) with SmartPLS 4 software. The study results indicate that the Technology Acceptance Model positively and significantly influences customer engagement, attitudes, and behavioral intentions in purchasing cosmetic products using augmented reality technology. Additionally, customer engagement also influences consumer attitudes toward AR. These findings expand the understanding of augmented reality technology adoption in the digital retail domain, highlighting that augmented reality's interactive and immersive nature can enhance consumer engagement, strengthening the influence of key factors in the Technology Acceptance Model.