Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yining Wang ◽  
Eunju Ko ◽  
Huanzhang Wang
Keyword(s):  
Augmented Reality ◽  
Exploratory Behavior ◽  
Purchase Intention ◽  
Mobile App ◽  
Marketing Strategies ◽  
Future Research ◽  
Content Type ◽  
Mobile Ar ◽  
The Impact ◽  
Different Levels

PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

scholarly journals The impact of experiential augmented reality applications on fashion purchase intention

2018 ◽  
Vol 48 (5) ◽  
pp. 433-451 ◽  
Author(s):  
Anna Watson ◽  
Bethan Alexander ◽  
Leyla Salavati
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Affective Response ◽  
Purchase Behavior ◽  
Research Approach ◽  
Snowball Sampling ◽  
Content Type ◽  
Shopping Motivation ◽  
Hedonic Shopping ◽  
The Impact

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

The interplay of social responsibility consciousness and evaluation mode in consumers’ response toward cause-related marketing-enhanced product

2019 ◽  
Vol 32 (8) ◽  
pp. 1651-1674
Author(s):  
Eun Young Park ◽  
Jung Min Jang
Keyword(s):  
Social Responsibility ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Presentation Mode ◽  
Future Research ◽  
Price Fairness ◽  
Content Type ◽  
Cause Related Marketing ◽  
Evaluation Mode ◽  
The Impact

Purpose The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social responsibility consciousness (SRC) and can be increased or decreased merely by changing the evaluation mode. Design/methodology/approach The authors conduct three experimental studies with two levels of SRC (high vs low) × two evaluation modes (joint evaluation (JE) vs separate evaluation (SE)) between-subjects design. The dependent variable is purchase intent toward the CRM-enhanced product. Findings The results indicate that consumers with high SRC are more likely than those with low SRC to purchase a CRM-enhanced product when two products are presented side by side (JE). However, consumers’ SRC level does not impact purchase intention when they see only one product (SE) independently (Study 1). The authors confirm that the proposed effect is mediated by perceived price fairness toward the product (Studies 2 and 3). Research limitations/implications Future research on CRM-enhanced products should carefully consider that the impact of individuals’ SRC level was in very different directions depending on the evaluation mode. In addition, further investigation is needed to address generalizability issues regarding samples and hypothetical stimuli. Practical implications These findings offer recommendations to help practitioners design effective marketing communications about CRM practice for target markets. Originality/value To the authors best knowledge, the current study is the first attempt to explore the crucial role of SRC, presentation mode and their interaction on purchase intention toward CRM-enhanced products.

Conspicuous consumption: impact of narcissism and need for uniqueness on self-brand and communal-brand connection with public vs private use brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reza Fazli-Salehi ◽  
Ivonne M. Torres ◽  
Rozbeh Madadi ◽  
Miguel Ángel Zúñiga
Keyword(s):  
Purchase Intention ◽  
Visual Cues ◽  
Positive Impact ◽  
Product Category ◽  
Brand Names ◽  
Self Concept ◽  
Future Research ◽  
Content Type ◽  
Need For Uniqueness ◽  
The Impact

Purpose The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private consumption. Marketing practitioners will benefit by understanding the consumer traits that can be triggered and focused on in advertising campaigns. Moreover, it is important to know which traits have a significant impact on each product category section (i.e. public vs private use). Design/methodology/approach An experiment used a between-subjects design with two randomized blocks of publicly used brands and privately used brands. Within each block, the relationship between independent variables (narcissism and need for uniqueness [NFU]) and dependent variables (SBC, CBC and purchase intention) were analyzed using SmartPLS. Findings The results showed that narcissism has a significant positive impact on consumers’ SBC for publicly consumed products, no effect was found for CBC. NFU shows a significant positive impact on SBC and CBC for both categories. The results also showed a positive impact for SBC on purchase intention, no effect was found for CBC. Research limitations/implications Future research can examine brand names that people favor the most and test whether individuals’ narcissism and NFU is influential on their SBC and CBC with the brands, regardless of the exposure to the visual cues provided in this paper. Moreover, there are more behavioral outcomes that need examination. For example, it would be fruitful to see whether attitude toward the ad, or brand attitude are affected by consumers’ narcissism and NFU. Practical implications The results contribute to the effectiveness of advertising in different industries. For instance, brand managers and marketing practitioners can benefit by understanding which product types are more attractive to consumers based on their tendency toward uniqueness. Moreover, narcissism is another common trait that can be used to target consumers. Thus, certain product types may be more attractive to consumers based on their narcissism tendencies. Originality/value Despite the popularity of SBC and CBC research, there is limited knowledge about the consumer traits which can stimulate and enhance these concepts. As such, an important question that needs to be addressed is: “What consumer personality traits lead to higher SBC and CBC?” When it comes to self-concept, a limited number of studies exist that explore the actual types of personality or self-concept that generate a desired connection between the “self” and brands.

Factors influencing acceptance of augmented reality in retail: insights from thematic analysis

2019 ◽  
Vol 48 (1) ◽  
pp. 18-34 ◽  
Author(s):  
Krishna Teja Perannagari ◽  
Somnath Chakrabarti
Keyword(s):  
Consumer Behavior ◽  
Augmented Reality ◽  
Conceptual Framework ◽  
Technology Acceptance ◽  
Thematic Analysis ◽  
Future Research ◽  
Data Set ◽  
Content Type ◽  
Acceptance Model ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of augmented reality (AR) on retailing by conducting thematic analysis on variables studied in the existing literature. Design/methodology/approach The data set includes 232 variables studied in 35 research papers, collected using well-defined search and inclusion criteria. Thematic analysis is used to identify patterns in the data set. Findings The eight themes emerging from the analysis are arranged in the form of a conceptual framework to model the decision-making process of users. The position of themes in the model is determined by the most dominant variable type in the theme and by employing the technology acceptance model as the reference paradigm. Research limitations/implications The current review contributes to the advancement of literature by setting a research agenda for scholars working in the field of consumer behavior and human–computer interaction. Future research should improve the generalizability of the research by replicating the method and testing the conceptual framework on other immersive technologies. Practical implications Marketers should incorporate AR technology into their experiential marketing strategies. Since integrating and managing AR technology requires expertise, organizations are advised to make use of existing toolkits or collaborate with technology companies to develop their offerings. Originality/value To maintain the uniqueness of the current study from other papers focusing on existing research done in this area, this review considers only studies using statistical techniques to study consumer behavior pertaining to AR in retail. The study uses an unconventional method for identifying patterns in the existing literature by employing theories and frameworks as the basis of classification.

The role of viral marketing strategies in predicting purchasing intention of eco-labelled products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sahar Hosseinikhah Choshaly ◽  
Marva Mirabolghasemi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Descriptive Analysis ◽  
Cost Effective ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Content Type ◽  
Purchasing Intention ◽  
The Impact

Purpose Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products. Design/methodology/approach The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0. Findings Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products. Practical implications This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours. Originality/value This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.

The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention

2018 ◽  
Vol 27 (4) ◽  
pp. 440-451 ◽  
Author(s):  
Mingzhou Yu ◽  
Fang Liu ◽  
Julie Lee ◽  
Geoff Soutar
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Brand Image ◽  
Future Research ◽  
Brand Attitudes ◽  
Chinese Consumers ◽  
Content Type ◽  
High Severity ◽  
Negative Publicity ◽  
The Impact

Purpose This study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of attribution (or brand blame) and information characteristics in Chinese consumers’ responses to negative publicity. Design/methodology/approach The study used a quasi-experimental approach involving two negative publicity scenarios (mild and high severity) and a sample of 203 young and educated Chinese consumers. Partial least squares was used to test the hypotheses. Findings A common assumption is that negative brand information has a negative influence on all aspects of a brand. However, this study finds that brand blame and information severity have differential effects on consumer evaluations of the affected brand. Specifically, brand blame negatively impacted attitudes and purchase intentions, but not brand image. In contrast, information severity negatively impacted brand image, but not attitudes or intentions. Further, the relations between brand image and brand attitudes and intentions depended on the level of information severity. In the mild-severity condition, brand image positively influenced attitudes and intentions, but not in the high-severity condition. Research limitations/implications Future research should examine consumer responses to negative publicity across different media and product categories. Cross-cultural studies should also be explored in the future. Practical implications When a brand encounters negative publicity, its marketer or brand manager should assess to what extent various brand equity components are influenced by negative publicity before adopting any cognitive-based or imagery-based communication strategies. Originality/value This paper contributes to the limited and fragmented literature on consumer response to negative publicity by examining the impact of consumer’s attributions of blame to the brand under conditions of mild and severe negative information on a range of important brand-related outcomes. Specifically, the authors find that negative publicity has a different impact on brand image, brand attitudes and intentions to purchase. The authors suggest that brand managers use this information to guide their marketing communications.

The degree of the uncertain reward and customer engagement

2019 ◽  
Vol 32 (4) ◽  
pp. 879-898
Author(s):  
Zhaoyang Guo ◽  
Yuan Zhang ◽  
Yirang Zhang ◽  
Xue Ke
Keyword(s):  
Time Delay ◽  
Interpersonal Relationships ◽  
Low Cost ◽  
Reliability And Validity ◽  
Marketing Strategies ◽  
Customer Engagement ◽  
Future Research ◽  
Content Type ◽  
Trade Offs ◽  
The Impact

Purpose As value co-creation has become a critical strategy for companies to gain competitive advantage, the purpose of this paper is to investigate the degree of the uncertain reward (DUR) and its impact on customer engagement (CE), particularly in the promotion stage, which has not been sufficiently explored. Further, optimistic estimation (OE) is examined as an underlying mechanism of the uncertain reward effect, as well as the impact of combining this with other marketing strategies: the controllable lottery and the delayed reward. Design/methodology/approach Three studies were conducted to examine the influence of DUR on CE, which included online experiments and a laboratory experiment. In total, 337 participants were recruited from China and the USA to enhance the study’s reliability and validity. Findings The research demonstrated that a high-degree uncertain reward led to less OE than a low-degree uncertain reward (LDUR), which subsequently decreased CE (Study 1). However, when other marketing strategies were combined – the controllable lottery (Study 2) and time-delay reward strategy (Study 3) – the uncertain reward effect was reversed (Study 2) or attenuated (Study 3). Research limitations/implications The current research only presents two possible reward amounts and independently explores the influence of two popular marketing strategies. Future research can explore customers’ responses to engagement when they face multiple rewards and thoroughly investigate the influence of other social or psychological factors. Practical implications Firms could apply an LDUR to enhance CE effects. Furthermore, this could be done at a low cost by empowering customers’ controllability. Nonetheless, firms should be cautious with trade-offs when using time-delay reward strategies. Social implications The research contributes to establishing networks of customer–company and interpersonal relationships, as well as fostering closer social ties and social harmony. Originality/value This research offers not only initial research on CE in the promotion stage, but also a novel psychological perspective in CE literature. Meanwhile, the study provides substantial value in guiding managers to effectively transform customers into value co-creators.

scholarly journals The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions

2017 ◽  
Vol 35 (3) ◽  
pp. 397-407 ◽  
Author(s):  
Rajat Roy
Keyword(s):  
Regulatory Focus ◽  
Purchase Intention ◽  
Mixed Valence ◽  
Marketing Strategies ◽  
Future Research ◽  
Product Positioning ◽  
Prevention Focus ◽  
Content Type ◽  
Underlying Processes ◽  
Negative Imagery

Purpose The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs negative imagery and positive analytical) on consumers’ evaluation and purchase intention for a product. Design/methodology/approach A pre-test followed by a single between subject’s experiment was conducted to test the major hypotheses in the study. Findings Results show that promotion (prevention) focus prefers the product when it is described in terms of positive imagery but negative analytical (positive analytical but negative imagery) attributes in terms of both evaluation and purchase intention. Research limitations/implications Future research may validate and extend the current findings with other product or service categories, and study the underlying processes that guide decision making. Practical implications Findings from this study will help managers devise a range of marketing strategies in the areas of advertising, segmentation and product positioning. Originality/value The current research is novel as it addresses lack of research that engages imagery and analytical attributes with different valences, and fills in a gap as to how regulatory focus will rely on imagery (analytical) attributes with different valences while making product decisions.

Effects of self-brand congruity and ad duration on online in-stream video advertising

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Todd A. Holmes
Keyword(s):  
Interaction Effect ◽  
Purchase Intention ◽  
Short Form ◽  
Future Research ◽  
Video Content ◽  
Content Type ◽  
Video Advertising ◽  
Hierarchy Of Effects ◽  
The Impact ◽  
Selection Of

Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

The effects of location-based-services on consumer purchase intention at point of purchase

2015 ◽  
Vol 49 (9/10) ◽  
pp. 1686-1708 ◽  
Author(s):  
Aaron Gazley ◽  
Adam Hunt ◽  
Lachlan McLaren
Keyword(s):  
Purchase Intention ◽  
Location Based Services ◽  
Future Research ◽  
Net Generation ◽  
Content Type ◽  
Product Categories ◽  
Point Of Purchase ◽  
Interactive Advertising ◽  
Consumer Purchase Intention ◽  
The Impact

Purpose – This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed. Design/methodology/approach – Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers. Findings – Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes. Research limitations/implications – Future research could consider more widespread product categories and try to measure actual behaviour. There is also potential to investigate mobile relationship marketing. Practical implications – Through permission, consumers can control the flow of messages and customise the messages they receive. While consumers benefit greatly, managers also gain opportunities through facilitating co-creative functions. These efforts will be in vain, however, if the consumer perceives the messages to be intrusive. Originality/value – While there is much research that looks at the impact of interactive advertising features on attitudes and behaviour, research has yet to consider these factors in an MLBA context. In addition, it has not considered how providing such messages at POP can influence these relationships.

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