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In order to offer consumers more value and an improved experience, a new method of managing retail brands called “smart retailing” has recently emerged. This method uses cutting-edge technologiesTechnology like mobile augmented realityAugmented reality apps. The intention behind the research is to find out how augmented realityAugmented reality influences consumer brand engagementConsumer brand engagement and purchase intent. The research concentrated on an online survey strategy using a convenience data sampling method in order to analyze the constructed hypotheses. The prospective research utilized Smart PLS 4 for the path analysis of structural equation modeling and SPSS 24 for the moderated regression analysis. There were 290 respondents who received questionnaires, with a response rate of 91.8%, and 250 of them were in a usable state. The results of the research demonstrated a strong association between augmented realityAugmented reality and customer brand engagement and purchase intentionPurchase intention, as well as a strong moderating effect and a partial mediating effect. The study suggested that augmented realityAugmented reality hardware and software could be creatively used to attract customers and increase exposure. The current research is restricted to only cosmetic products, but its findings may still be relevant to other industries. The current study examined the role of interactivityInteractivity as a moderator and analyzed the fact that customer brand engagement and purchase intentionPurchase intention are typically positively impacted by augmented realityAugmented reality. This indicates that augmented realityAugmented reality can increase customers’ propensity to make purchases if they are adept at using such tools.

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Predicting Purchase Intention Toward Cosmetic Products Through Augmented Reality: The Mediating Effect of Consumer Brand Engagement and the Moderating Effect of Interactivity

  • 章节

  • 发表日期：

    2025年

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  • Nupur Rawal,
  • Smruti Vakil,
  • Arnaz Wadia

摘要

In order to offer consumers more value and an improved experience, a new method of managing retail brands called “smart retailing” has recently emerged. This method uses cutting-edge technologiesTechnology like mobile augmented realityAugmented reality apps. The intention behind the research is to find out how augmented realityAugmented reality influences consumer brand engagementConsumer brand engagement and purchase intent. The research concentrated on an online survey strategy using a convenience data sampling method in order to analyze the constructed hypotheses. The prospective research utilized Smart PLS 4 for the path analysis of structural equation modeling and SPSS 24 for the moderated regression analysis. There were 290 respondents who received questionnaires, with a response rate of 91.8%, and 250 of them were in a usable state. The results of the research demonstrated a strong association between augmented realityAugmented reality and customer brand engagement and purchase intentionPurchase intention, as well as a strong moderating effect and a partial mediating effect. The study suggested that augmented realityAugmented reality hardware and software could be creatively used to attract customers and increase exposure. The current research is restricted to only cosmetic products, but its findings may still be relevant to other industries. The current study examined the role of interactivityInteractivity as a moderator and analyzed the fact that customer brand engagement and purchase intentionPurchase intention are typically positively impacted by augmented realityAugmented reality. This indicates that augmented realityAugmented reality can increase customers’ propensity to make purchases if they are adept at using such tools.