Virtual Try-On: How to Enhance Consumer Experience?

Although Augmented reality (AR) implication has increased in the cosmetic industry, the technology seems to not be always accepted and used by consumers. This is a challenging issue calling further investigation. Present paper addresses this challenge in an attempt to provide the needed understanding on the key drivers of AR experience and how these might enhance the consumer purchase experience itself. After trying a product via virtual try-on, participants in the current study had to provide evaluation in terms of both AR and purchase experience. The results are clear in showing that interactivity, realism, ease of use and immersion modulate AR experience evaluation and thus, the user satisfaction. Purchase experience correlated with utilitarian and hedonic values, predetermined by aesthetic and information quality. Utilitarian and hedonic values also affected the product knowledge. These relationships were well pronounced for participants reporting high satisfaction with the experience. Current outcomes are discussed further in a single framework combining various factors to provide the much-needed understanding on AR environments and their effect on consumer experience evaluation. Results could find a direct application in practices to design AR environments to augment consumer satisfaction and thus, enhancing the purchase journey.