A Conceptual Model of Mobile Augmented Reality Features Driving Immersion, Choice Confidence, and Purchase Intention of Cosmetic Consumers Using S-O-R

Consumers are increasingly shifting from offline to online shopping platforms, with the introduction of immersive technologies enhancing this transition.This conceptual paper examines the effect of Mobile Augmented Reality (MAR) features on purchase intentions in cosmetic industry.Choice confidence is introduced as a factor positively impacting purchase intention.A deductive approach is used, with a purposive sampling technique.The study contributes to the theory by incorporating choice confidence as a mediator between immersion and purchase intention using the Stimulus-Organism-Response (SOR) model.It aims to enrich the literature on MAR apps in retail and to understand the antecedents and drivers of purchase intention within the cosmetic industry.The findings offer practical guidelines for understanding consumer behaviour in a mediated environment, given the rapid adoption of technology and e-commerce.This research provides valuable insights into how MAR features influence consumer purchase intentions, highlighting the importance of choice confidence and immersion.In practice, the understanding helps businesses to develop effective marketing strategies leveraging immersive technologies to enhance consumer engagement and drive sales.In conclusion, this conceptual paper illuminates the complex relationships between MAR features, immersion, choice confidence, and purchase intention, providing both theoretical and practical contributions to online marketing and consumer behaviour research.