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Abstract

Augmented reality (AR)-based Virtual Try-On (VTO) enables consumers to visualize cosmetic products before purchase and has become increasingly relevant in digital marketing. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study examines attitude toward the product as a mediating mechanism linking AR-based VTO experiences with purchase intention. Unlike studies that predominantly conceptualize the organism in terms of responses to technology or technology-mediated experiences, this study adopts a product-focused perspective by examining consumers’ evaluations of cosmetic products presented through VTO. A quantitative cross-sectional survey was conducted with 199 women who had used Maybelline’s VTO feature within the preceding three months. Data was analyzed using partial least squares structural equation modeling (PLS-SEM). AR-based VTO was positively associated with attitude toward the product (β = .531, p < .001), which was positively associated with purchase intention (β = .583, p < .001). The indirect relationship between AR-based VTO and purchase intention through product attitude was also significant (β = .310, p < .001). These findings extend the S-O-R framework by highlighting product-focused evaluation as an organismic mechanism linking AR-based VTO experiences with purchase intention.

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