The growth of e-commerce has accelerated digitalisation across multiple industries, including the cosmetics sector. In this context, augmented reality (AR), a technology that merges the real with the digital, has begun to be adopted. This research aims to demonstrate how the distinctive attributes of augmented reality (AR), specifically interactivity and novelty, influence users’ perceptions of enjoyment, usefulness, and ease of use, and how these perceptions affect their attitude and intention to use. The study is based on the Technology Acceptance Model (TAM) as its theoretical framework. A quantitative methodology was adopted, employing a non-probabilistic sample of 268 women belonging to the Centennial generation and the Millennial generation, who had purchased make-up products within the last six months. Data analysis was conducted using structural equation modelling with partial least squares (PLS-SEM), through the software SmartPLS 4.0. The main results indicate that enjoyment is the primary determinant of consumer attitude towards the use of AR, exerting a direct influence on their intention to use. Furthermore, novelty significantly impacts the perception of enjoyment, while interactivity mainly influences the perception of ease of use. These findings contribute to understanding the adoption process of emerging technologies in the cosmetics sector, particularly within the context of emerging markets.
Segura-Trinidad et al. (Tue,) studied this question.