Influence of augmented reality technology on online shopping intention: Case study of the cosmetic industry in Vietnam
Vol. 134 No. 5A (2025), Original Article
Vol. 134 No. 5A (2025)

Influence of augmented reality technology on online shopping intention: Case study of the cosmetic industry in Vietnam

Original Article
https://doi.org/10.26459/hueunijed.v134i5A.7592
Published 2025-03-31
Nguyen Thi Ha Trang
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Minh Thu
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Tra My
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Mai Anh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam

Keywords

AR technology
shopping intention
online cosmetics công nghệ AR
ý định mua
mỹ phẩm
trực tuyến

Abstract

Online shopping for cosmetics is booming as technology advances rapidly. This study explores the impact of factors influencing customers purchase intentions in Vietnam through augmented reality (AR) technology features. The study uses a quantitative method to analyze data from 238 customers who have used AR technology while shopping. The data is then analyzed using the PLS-SEM method. The research shows that the novelty, interactivity, and attractiveness of AR technology affect technology acceptance attributes, such as ease of use, usefulness, enjoyment, and subjective norms. However, regarding purchase intention, the role of AR's usefulness and enjoyment does not show statistical significance. Therefore, in the current context, businesses should focus on researching, applying, and enhancing the new and attractive features of AR technology so that customers can easily access and use it, leading to a better shopping experience when purchasing cosmetics online.

https://doi.org/10.26459/hueunijed.v134i5A.7592

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