The consumer’s perception and acceptance of Augmented Reality technology as a mobile marketing tool: The case of Sephora Virtual Artist mobile application

Abstract

The advanced technologies carry an outstanding role in shifting business strategy into novel routes. The contemporary businesses compete to deliver customer’s needs in a memorable and exceptional technique. Augmented reality technology (AR) has become one of the modern marketing tools that provide customers with a new experience by combining both digital and physical elements in an interactive environment. The main purpose of this research is to explore customers’ perceptions for Sephora Virtual Artist mobile application, and to test the influencing factors for AR technology in the field of beauty retailer. This dissertation will use the theory of Task Technology Fit (TTF) and Technology acceptance model (TAM) as a guide lens to test Sephora Virtual Artist mobile application in case of use it in the future by the company in the Saudi market. The findings indicated some limitations that need to be considered in terms of task characteristics, technology characteristics, and usefulness. Social commerce has emerged as a powerful factor that could influence the acceptance of AR technology, in the field of mobile digital marketing.