Effects of virtual makeups' perceived augmentation on consumers' perceived value

IF 3.9 4区管理学 Q2 BUSINESS

Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-07-26 DOI:10.1108/apjml-02-2024-0237

Ruijuan Wu, Sha Xiong, Chenghu Zhang

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引用次数: 0

Abstract

Purpose

The objective of this study is to examine how perceived augmentation of virtual makeup influences consumers’ perceived value (utilitarian and hedonic value).

Design/methodology/approach

This research conducts an empirical study, and investigates 474 respondents.

Findings

The results show that perceived augmentation positively influences utilitarian and hedonic value. The wow-effect mediates the impact of perceived augmentation on utilitarian value. Immersion mediates the impact of perceived augmentation on two types of perceived value. Perceived ease of use moderates the influence of perceived augmentation on utilitarian value. Recreational shopper does not moderate the effect of perceived augmentation on hedonic value.

Practical implications

The study provides practical implications for beauty e-retailers.

Originality/value

This study examines the effect of perceived augmentation, supplements the literature on virtual makeup and AR technology application and enriches the literature on consumer experience of using AR technology.

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虚拟化妆品的感知增强对消费者感知价值的影响

目的本研究旨在探讨虚拟化妆品的感知增强如何影响消费者的感知价值（功利价值和享乐价值）。哇噢！效应调节了感知增强对功利价值的影响。沉浸感调节了感知增强对两种感知价值的影响。感知易用性调节感知增强对功利价值的影响。本研究探讨了感知增强的影响，补充了有关虚拟化妆和 AR 技术应用的文献，丰富了有关消费者使用 AR 技术体验的文献。

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来源期刊

Asia Pacific Journal of Marketing and Logistics BUSINESS-

CiteScore

7.90

自引率

18.90%

发文量

期刊介绍： The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies