Augmented Reality Marketing: Factors that Affect the Intention to Use a Virtual Try-on Mobile Application

This study aimed to examine the parameters that contribute to users’ attitude and intention to use Virtual Try-on for beauty products. The study comprised of one-hundred eighty women who used the Virtual Try-on tool of a cosmetics website through their mobile devices and subsequently completed a questionnaire based on their experience assessing Virtual Try-on’ ease of use, usefulness, enjoyment, attitude and behavioral intention. According to the results, ease of use, usefulness and enjoyment were positively associated with users’ attitude towards Virtual Try-on, which in turn mediated the relationship between the aforementioned factors and behavioral intention.