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The impact of augmented reality on impulse buying of makeup products on e-commerce platforms

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  • Giang Hoai Kieu Le

    (Ho Chi Minh City University of Technology, Ho Chi Minh City Vietnam National University, Ho Chi Minh City, Vietnam)

  • Ky Van Nguyen

    (Ho Chi Minh City University of Technology, Ho Chi Minh City Vietnam National University, Ho Chi Minh City, Vietnam)

Abstract

The trend towards online shopping and the growing demand for makeup products among Vietnamese women have created both opportunities and fierce competition for e-commerce businesses in the makeup sector. To stand out, businesses need innovative strategies to capture attention and trigger purchase responses from customers. This study aims to explore how Augmented Reality (AR) influences customers’ hedonic values and then leads their impulse buying, based on the Stimulus-Organism-Response (SOR) theory. By employing a quantitative method, 209 responses from Vietnamese female customers were gathered and then analyzed using Structural Equation Modeling (SEM) with SPSS and AMOS software. The findings of this study indicate that four AR characteristics, including product informativeness (β = 0.538, p = 0.000), interactivity (β = 0.377, p = 0.000), vividness (β = 0.291, p = 0.000), novelty (β = 0.163, p = 0.027) positively affect customers’ hedonic value. Subsequently, customers’ hedonic value demonstrates a significant positive effect on their online impulse buying (β = 0.567, p = 0.000). Furthermore, the results also show that hedonic value plays a perfect mediator in the relationships between AR characteristics and online impulse buying. The findings of this study also provide managerial implications for firms in the makeup sector using AR effectively on e-commerce platforms to benefit from enhancing impulse buying.

Suggested Citation

  • Giang Hoai Kieu Le & Ky Van Nguyen, 2025. "The impact of augmented reality on impulse buying of makeup products on e-commerce platforms," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 15(6), pages 112-131.
    • Handle: RePEc:bjw:econen:v:15:y:2025:i:6:p:112-131
    DOI: 10.46223/HCMCOUJS.econ.en.15.6.3748.2025
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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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