Understanding the psychological drivers of purchase intention in AR-based online cosmetics shopping: a dual-mediation perspective of attitude and experiential value

This study investigates how augmented reality (AR) affects purchase intention in online cosmetics shopping through two psychological pathways. Drawing on the stimulus-organism-response framework, we developed and tested a dual-mediation model in which attitude towards AR cosmetics shopping and experiential value act as parallel mediators between AR-related perceptions and purchase intention. Data were collected from 342 consumers who used AR virtual try-on features for Laneige and MAC products on major e-commerce platforms. Partial least squares structural equation modeling showed that perceived ease of use and perceived usefulness had a positive effect on attitude. Simultaneously, enhanced virtual presence and reduced perceived intrusiveness increased experiential value. Both attitude and experiential value had significant positive effects on purchase intention. Indirect-effect analyses indicate that cognitive (attitude-based) and experiential (value-based) pathways make complementary contributions to purchase intention, with the experiential route via virtual presence and experiential value being slightly stronger in the cosmetics AR context. This study integrates technology acceptance and experiential value perspectives within a unified S-O-R model, highlighting the importance of both usability and immersive experience in explaining consumer responses to AR-based online cosmetics shopping.