WOW, the make-up AR app is impressive: a comparative study between China and South Korea

Butt, Asad and Ahmad, Hassan and Muzaffar, Asif and Ali, Fayaz and Shafique, Nouman (2021) WOW, the make-up AR app is impressive: a comparative study between China and South Korea. Journal of Services Marketing. ISSN 0887-6045

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Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as augmented reality (AR). AR apps enable beauty companies to create and design more immersive experience services. This study aims to highlight consumers’ perspectives on their continued desire to use AR app services.

A comparative study between China and South Korea was conducted with sample sizes of 458 and 315, respectively. Smart PLS was used for analysis.

The findings suggest that AR apps influence innovative consumers in China and South Korea to be satisfied with and continue to use such services. Previous research on technology acceptance model, information system success, AR and artificial intelligence (AI)-context-specific variables supported the findings.

Practical implications
This study contributes to the development of AR apps for beauty brands, as such technology revolutionizes how beauty brands work and grow. As a result, AR apps can pave the way for brands to provide an immersive experience to their customers.

The current study contributes to AR and AI drivers in the context of beauty brands by using novel technologies such as AR. AR integration with AI-context-specific variables indicates that consumers in China and South Korea are innovative and accept such technologies when purchasing beauty products online.

Item Type: Article
Identification Number:
5 November 2021Accepted
21 November 2021Published Online
Uncontrolled Keywords: AR content quality, AR environment embedding, AR satisfaction, AR interactivity, AR enjoyment, AR customization, ISS, TAM
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions: Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User: Asif Muzaffar
Date Deposited: 17 Dec 2021 13:02
Last Modified: 22 Mar 2023 11:48

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