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Women’s Adoption of Augmented Reality in the Context of Beauty Products in Emerging Country

Author

Listed:
  • Sabrine Bouallegue

    (Doctor of Marketing, University of Tunis, Higher Institute of Management of Tunis, ARBRE Laboratory)

  • Imed Nouri

    (Doctor of Marketing, University of Sousse, Faculty of Economic and Management Sciences of Sousse)

  • Rym Bouzaabia

    (Professor of Marketing, University of Sousse, IHEC Sousse)

Abstract

Augmented reality (AR) is a technology that allows real-time virtual elements to be integrated into a real environment. The goal of this research is to investigate the effect of AR attributes (interactivity, vividness, novelty) on perceived usefulness, perceived ease of use and consumer’s engagement. A quantitative research design and purposive sampling method were employed with a sample of 300 women in Tunisia on a beauty AR mobile application. The findings show that AR attributes positively influence consumer’s perceived ease of use and usefulness and as well as customer engagement. The TAM factors have a positive effect on user experience to AR. Furthermore, the later has a significant effect on customer engagement toward the technology of AR. The results highlight also a moderating effect of high self-efficacy and generation Z between all AR attributes and consumer’s perception of ease of use and usefulness. This study provides a greater comprehension of an unavoidable role of AR technology in the context of beauty products for women in emerging country.

Suggested Citation

  • Sabrine Bouallegue & Imed Nouri & Rym Bouzaabia, 2025. "Women’s Adoption of Augmented Reality in the Context of Beauty Products in Emerging Country," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 7(4), pages 299-313, July.
    • Handle: RePEc:alk:jbms00:v:7:y:2025:i:4:id:10386
    DOI: 10.32996/jbms.2025.7.4.20
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