Chapter 9: Augmented Retail Reality: Transforming User Experience, Interactivity, and Attitudes in the Shopping Landscape

The retail industry is experiencing a marketing transformation through the use of augmented reality (AR), particularly in beauty products. Customer engagement and integration with digital tools are critical tools to enhance positive predisposition toward their platform leading to better visibility. This study explores how user experience (UX) and interactivity (INT) influence attitudes toward AR applications, with a focus on the moderating role of cognitive enjoyment (CGE). Data were collected through online platforms from 310 young female students and professionals familiar with AR technology in online shopping. The analysis was performed using partial least squares structural equation modeling (PLS-SEM), with constructs adapted from established scales to fit the study's needs. Results indicate that positive UXs and high levels of interaction significantly enhance attitudes toward AR apps. Furthermore, CGE was found to be a significant moderator, amplifying the effects of UX and interaction on user attitudes. These findings extend existing theories of technological acceptance to the use of AR in retail, suggesting that enhancing UX and interactivity, while emphasizing the enjoyable aspects of AR, can foster more positive attitudes and potentially increase adoption rates. This study contributes valuable insights into the strategic use of AR technology in retail environments, offering implications for designers and marketers aiming to enhance consumer engagement through innovative digital tools.