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Augmented Reality Virtual Try-on Technology, Trust and PurchaseIntention in Thailand’s Cosmetics Industry: A Moderated Mediation Analysis |
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| รหัสดีโอไอ | |
| Creator | Rhea Mar Keith V. Javinal |
| Title | Augmented Reality Virtual Try-on Technology, Trust and PurchaseIntention in Thailand’s Cosmetics Industry: A Moderated Mediation Analysis |
| Contributor | Dr. Jonathan D. Mondero |
| Publisher | De La Salle University |
| Publication Year | 2569 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 58 - 72 |
| Keyword | Augmented reality, cosmetics e-commerce, online purchase intention, trust, virtual try-on |
| URL Website | https://so13.tci-thaijo.org/index.php/AJMI |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | This study examined the effects of consumer attitudes toward Augmented Reality Virtual Try-On (AR VTO) technology on online purchase intention for makeup products among Thai non-users, with particular emphasis on the mediating role of trust and the moderating influence of demographic factors. Data were collected from 400 Thai consumers aged 18 to 79 years, equally distributed across four generational cohorts, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 5,000 bootstrap resamples. The findings revealed that only perceived usefulness (β = −.215, p = .017) and cybersecurity (β = −.154, p = .016) significantly influenced online purchase intention, both demonstrating negative effects, thereby challenging traditional assumptions of the Technology Acceptance Model (TAM). Trust exhibited a strong effect size (f² = .223) and partially mediated multiple relationships, effectively transforming negative perceptions into positive behavioral intentions. Furthermore, years of schooling (Index = .034, p < .05) and estimated income (Index = .042, p < .05) significantly moderated the trust-mediated relationship, while age showed no significant moderating effect (Index = .006, p = .412). Notably, LGBTQ+ consumers demonstrated higher levels of purchase intention compared to cisgender groups. The study concludes that trust, rather than technological sophistication, is the primary driver of AR VTO adoption among non-users in emerging markets. Practical implications suggest that retailers should prioritize trust-building strategies, inclusive marketing, and risk-reduction mechanisms to enhance adoption. |
