Citation

Pang, Wei Ming and Liew, Tze Wei and Tan, Su Mae and Lee, Yi Yong and Gan, Chin Lay and Ng, Xin Yun (2025) Technology Meets Vanity: How User Perception and Enjoyment in AR Virtual Makeup Application Drive Cosmetic Purchase Intentions. In: 5th International Conference on Computer Communication and Information Systems, CCCIS 2025, 28 February 2025 - 2 March 2025, Hong Kong, China.

Text Technology Meets Vanity_ How User Perception and Enjoyment in AR Virtual Makeup Application Drive Cosmetic Purchase Intentions.pdf - Published Version Restricted to Repository staff only Download (931kB)

Abstract

Cosmetic makeup beautifies a person’s features, while AR technology enriches user immersive experiences, with both overlaying artificial elements onto physical objects. At their intersection are AR virtual makeup applications, enabling users to try beauty products virtually, fostering enjoyment, and driving cosmetic product purchases. Despite the growing popularity of AR makeup applications among Malaysia’s youth, limited research has explored the factors influencing enjoyment and purchase intention in this context. To address this gap, this study examines the impact of key AR attributes—perceived augmentation, aesthetics, socialization, privacy security, and media enjoyment—on user experience and purchase intention for cosmetic products. A quantitative research approach was adopted, involving undergraduate students from a large private Asian university who participated in an experiment using MakeupPlus, an AR makeup application, followed by a survey. Based on 189 valid participants, the findings reveal that augmentation, aesthetics, and socialization significantly influence purchase intention, while privacy security positively affects media enjoyment but not purchase intention. Interestingly, media enjoyment negatively affects purchase intention. The study underscores the importance of augmentation, aesthetics, socialization, and media enjoyment features in AR makeup applications for enhancing user engagement and driving purchase intention, offering practical insights for AR developers and cosmetic brands to optimize user enjoyment and boost product sales through AR technology.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Augmented Reality (AR) makeup applications, purchase intention
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Divisions:	Faculty of Business (FOB) Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	22 Dec 2025 07:27
Last Modified:	26 Dec 2025 08:56
URII:	http://shdl.mmu.edu.my/id/eprint/15122

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