Consumers acceptance towards augmented reality beauty shopping application in Malaysia

Lim , Rachel Bei En (2023) Consumers acceptance towards augmented reality beauty shopping application in Malaysia. Final Year Project, UTAR.

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Abstract

Consumers have changed their shopping habits during the pandemic as they shifted from making purchases in brick-and-mortar shops to online e-commerce platforms. As the e-commerce industry continues to grow, there is increasing adoption of augmented reality (AR) technology in several sectors such as the beauty industry. These technological innovations have the ability to fundamentally change the current practice, management, and marketing strategies of industry players. Therefore, present research aims to identify the influences of perceived behavioral factors such as relative advantage, compatibility, complexity, perceived enjoyment, and subjective norm towards the consumers’ attitude and intention to use the AR beauty shopping application. Researcher had adopted both Technology Acceptance Model (TAM) and Diffusion of Innovation Theory (DIT) to find a better conceptual framework based on the context of AR shopping application. By using the convenient sampling method, 376 sets questionnaire were distributed to the residents in Malaysia through several online platforms. However, only 348 sets of responses were valid to use for analysis in the present study. The findings shown that Malaysia residents have positive attitude and usage intention towards the AR beauty shopping application. Besides, it is found that complexity, perceived enjoyment, and subjective norms significantly influenced the acceptance of AR beauty shopping application. On the other hand, relative advantage and compatibility were found to be insignificant predictors. To sum up, the findings of current study have provided some meaningful theoretical and practical implications to both the literature and industry players, which could lead to positive effects on the long-term growth of the beauty industry.

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