The Impact of Augmented Reality Application on Attitudinal User Experience : A Case Study of Sephora Virtual Artist

Abstract

In the digital world with fierce business competition that pose challenges to companies, it is important to enhance experiences for customer in ecommerce environments to make it more appealing by providing a seamless and interactive experience. The introduction of AR to online platforms is one of the potential problem solvers. Sephora, a leading retail beauty is one good case example on how a company has been able to survive and grow its retail presence by applying AR in their ecommerce innovation, creating a platform, named Sephora Virtual Artist. With the massive growing of AR application, however there is not enough available research to understand the AR implication towards user experience attitude. This present study attempted to fill the gap by investigated three instruments of AR media characteristic, which are augmentation, interactivity and registration were inspected in regard to its impact on cognitive, affective and conative dimensions as part of attitudinal user experience attributes. An empirical study under qualitative approach with observations, interviews, and secondary data combined was conducted by examining Sephora Virtual Artist application. The results of this study imply that the use of AR is useful in creating pleasurable user experience. As expected, AR application that can augment digital product projected on user influenced all types of attitudinal dimensions of user experience. With the augmentation, interactivity and registration of AR, it is possible to create a strong emotional and high rate of engagement between user and the brand by adding digital object to real world, as it makes them feel they already own the product. In addition, this study provides empirical evidence supporting each attitudinal user experience dimensions to AR Sephora Virtual Artist application, in which robust purchase intention. This study also discovered that AR has enormous market potential as it succeed in creating excitement of user experience, especially in beauty and cosmetic industry. Although AR still in its infancy, it has promising future to change the shape of commerce.