The Impact of Virtual Try-on Technology on Consumer Purchase Decision in Cosmetics

This study examines the influence of Virtual Try-On (VTO) technology on consumer purchase decisions in the cosmetics industry. Although VTO enables consumers to preview cosmetic products digitally and reduces the uncertainty associated with online purchases, the extent to which specific VTO-related perceptions translate into purchase decisions remains important to examine. Drawing on the Technology Acceptance Model and the value-oriented perspective described in the study, three factors were examined: perceived diagnosticity, perceived usefulness, and consumer perception. A quantitative, cross-sectional survey design was employed. Data were collected through an online questionnaire using a five-point Likert scale from 384 online consumers in Melaka who had experience using VTO technology. The data were analysed using SPSS through descriptive statistics, Cronbach's alpha, Pearson correlation, and multiple linear regression. The pilot test involving 30 respondents demonstrated strong internal consistency, with Cronbach's alpha values ranging from 0.897 to 0.956 across the constructs. The main findings indicate that perceived diagnosticity, perceived usefulness, and consumer perception were all significantly and positively associated with consumer purchase decision (p < 0.001). The regression model was statistically significant, F(3,380) = 826.413, p < 0.001, with R² = 0.867, indicating that the three predictors jointly explained 86.7% of the variance in consumer purchase decision. Perceived usefulness was the strongest predictor (β = 0.484), followed by perceived diagnosticity (β = 0.254) and consumer perception (β = 0.221). The findings suggest that cosmetic brands and e-commerce platforms should prioritise accurate, useful, and trustworthy VTO experiences to support consumers' purchase decisions.

Virtual Try-On Technology, Perceived Diagnosticity, Perceived Usefulness, Consumer Perception, Consumer Purchase Decision

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