The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control

Augmented Reality (AR) has emerged as an effective, interactive technology for providing visual product information. Using consumers’ control, this study attempts to identify the possible mediators of the relationship between AR experience and consumers’ purchase intention, and the boundary conditions of AR experience. Studies 1a and 1b show that an AR experience in a shopping environment stimulates purchase intention, cognitive control, and...