Multichannel Retailing in Beauty Product: Understanding Customer Purchase Decisions between Offline Stores, Websites, and Augmented Reality
Augmented Reality (AR) has gained attention for online retailers as it offers customers higher telepresence and provides a unique customer experience. Using the case of Sephora Virtual Artist, this research aims to understand how AR channels affect customer purchase decisions compared to other channels, particularly in beauty products. Sephora used AR through Sephora Virtual Artist to advance its other customer channels, and we compared it with its traditional websites and offline stores. A survey was conducted on 200 female respondents in Indonesia. This study used partial least squares (PLS) to find that product information and telepresence on AR can positively affect customer purchase decisions. Surprisingly, no significant difference in purchase decisions compared to two other purchase channels, i.e., traditional websites and offline stores. This study highlights that female customer tend to focus more on the products they want to purchase rather than the technology and channel of buying.
Copyright (c) 2022 Jurnal Sistem Informasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).