Does augmented reality swaying consumer purchase intention?

With the growth of technology and changing circumstances, augmented reality (AR) is a potential and developing sector in the marketing research and practise industry. Due to a lack of relevant literature on how AR apps can affect consumers' purchase behaviour towards beauty and personal care products, the purpose of this study is to investigate the impact of mobile augmented reality services on consumers' purchase intention in the beauty and personal care industry. The study identifies customer attitude as a moderating component between consumer technological adoption and incentive to utilise AR. This research presents a theoretical framework based on the extended TAM model. A quantitative research study was executed, using a deductive research approach. To increase the response rate and collect standardized data from the participants, a survey research method was implemented. A beauty and makeup AR mobile app called "Sephora" was used as a stimulus to do the questionnaire survey. Smart PLS was used to do data analysis. This study found that in the field of fashion and beauty makeup, perceived intrusiveness and perceived ease of use are more relevant to change consumer attitudes towards intention to purchase. AR technology can also encourage attitudinal behavior, which can directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of attitude and motivation to use AR in beauty products will gain different perceptions of their purchase intention.