This study examines the impact of augmented reality (AR) BeautyCam features on consumer behavior in e-commerce, focusing on reuse intention and purchase intention. Key influencing factors include system quality and reality congruence, which affect consumer perceptions through media usefulness and choice confidence. Using a quantitative approach, data from 178 respondents were analyzed via Partial Least Squares (PLS) in SMART PLS 3.9.2. The findings confirm that higher system quality and reality congruence enhance media usefulness, while reality congruence and media usefulness strengthen choice confidence, leading to greater reuse and purchase intentions. These results highlight the importance of optimizing AR features to improve user engagement and decision-making. Practical recommendations are provided to help e-commerce platforms enhance AR-based shopping experiences, increasing consumer trust and purchase likelihood.
cognitive response, behavioral consumer, augmented reality
Cinthya Audrey Purwadi. Widya Mandala Catholic University Surabaya
Yulika Rosita Agrippina. Corresponding author. Widya Mandala Catholic University Surabaya. Email: agrippina@ukwms.ac.id
"All authors equally contributed to the conception, design, preparation, data gathering and analysis, and writing of the manuscript. All authors read and approved the final manuscript."
No potential conflict of interest was reported by the author(s).
This work was not supported by any funding while the APC is paid by Widya Mandala Catholic University Surabaya.
This study was conducted in accordance with the ethical guidelines set by Widya Mandala Catholic University Surabaya. The conduct of this study has been approved and given relative clearance(s) by Widya Mandala Catholic University Surabaya.
AI tools were not used in writing this paper.
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Cite this article:
Purwadi, C.A. & Agrippina, Y.R. (2025). Cognitive and behavioral consumer responses to augmented reality beautycam features in e-commerce applications. International Journal of Academe and Industry Research, 6(2), 32-54. https://doi.org/10.53378/ijair.353183
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