This study investigates the factors that influence Vietnamese consumers’ purchase intention for cosmetics through their experience with Augmented Reality (AR) applications, grounded in the Stimulus...
<p><strong>Tác giả:</strong> Nguyễn Nguyên Phương, Phạm Thị Kim Ý, Lê Tiến Dũng, Đinh Thị Lệ Vi</p>
<p>This study investigates the factors that influence Vietnamese consumers’ purchase intention for cosmetics through their experience with Augmented Reality (AR) applications, grounded in the Stimulus–Organism–Response (S–O–R) framework. Prior research has predominantly regarded AR application features as antecedents shaping utilitarian motives, which capture users’ rational, functionality-oriented evaluations. However, the effects of these AR features on hedonic motives—users’ emotion-driven as...</p>
<p>📄 DOI: <a href="https://doi.org/https://doi.org/10.46242/jstiuh.v81i3.5939" target="_blank" rel="noopener">https://doi.org/10.46242/jstiuh.v81i3.5939</a></p>
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