Résumé : |
The use of augmented reality to provide an incredible customer experience has gained ground in the brand marketing strategies. Indeed, with the emerging trend in demand, customer are now looking for meaning and pleasure during their shopping experience, especially in the consumer-centric industries, such as the cosmetic industry, which has already started implementing AR module on their website, in store or in pop-up events, to improve customer experience, stir the emotions and improve brand loyalty.
This research paper aims to investigate the impacts of the use of augmented reality in the context of an online cosmetic shopping journey, through a quantitative study. Our study first shows that the use of augmented reality allows adding a hedonic, sensorial and personalized service to a traditional online shopping experience, but not an additional informational service. In a second step, we tried to prove the impact of these additional services on the online shopping experience. There was positive impact on the purchase intention and the brand loyalty, however not on the decision process. And finally we focused on the moderator variables that can affect the whole experience: the personal users characteristics, as narcissism, body image and body esteem, and finally openness toward novelties, which has surprisingly been proven not to be a moderating variable.
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