Exploring consumer satisfaction with an AR beauty app based on the technology acceptance model and experience economy theory

This study examined factors influencing customer satisfaction with a Korean augmented reality (AR) beauty app named Amore Mall, and their links to purchase intent of beauty products. Guided by the technology acceptance model and experience economy theory, we conducted an online survey with 200 Korean consumers. Hierarchical regressions predicted customer satisfaction and purchase intention while considering the relationship between perceived usefulness (PU) and perceived ease of use (PEU) of the AR beauty app. Mediation analysis assessed the role of customer satisfaction regarding PU, escapism, and purchase intention. The analysis found significant associations between age and satisfaction, with esthetics and escapism influencing satisfaction. Escapism, education, and PU were related to purchase intention. Satisfaction mediated the relationships among PU, escapism, and purchase intention. These findings emphasized the need to consider PU and escapism when evaluating satisfaction with AR cosmetic apps and underscored the significance of PU and escapism in enhancing user enjoyment and purchase intention. To maximize AR’s potential in the cosmetics industry, companies should create immersive, entertaining, and educational AR experiences while recognizing the mediating role of customer satisfaction in shaping successful AR marketing strategies.