Cognitive and behavioral consumer responses to augmented reality beautycam features in e-commerce applications

This study examines the impact of augmented reality (AR) BeautyCam features on consumer behavior in e-commerce, focusing on reuse intention and purchase intention. Key influencing factors include system quality and reality congruence, which affect consumer perceptions through media usefulness and choice confidence. Using a quantitative approach, data from 178 respondents were analyzed via Partial Least Squares (PLS) in SMART PLS 3.9.2. The findings confirm that higher system quality and reality congruence enhance media usefulness, while reality congruence and media usefulness strengthen choice confidence, leading to greater reuse and purchase intentions. These results highlight the importance of optimizing AR features to improve user engagement and decision-making. Practical recommendations are provided to help e-commerce platforms enhance AR-based shopping experiences, increasing consumer trust and purchase likelihood.