Table 2 Scale items and confirmatory...

Table 2

Scale items and confirmatory factor analysis (study 1 and study 2)

Variable	Study 1	Study 2
Environmental embedding (Hilken et al., 2017)
I can feel the integration of virtual visual content into my real environment while using the MAR app	0.925	0.820
I experience the real content is overlaid onto the virtual environment while using the MAR app	0.826	0.736
Simulated physical control (Hilken et al., 2017)
The interactions within the MAR app are real, and I can move the virtual makeup on the visual interface	0.913	0.898
I can see how the virtual makeup looks on my face through the MAR app	0.819	0.722
Perceived intrusiveness (Li et al., 2002)
I feel disturbed while using the MAR app The experience of using the MAR app left me feeling violated The mobile AR app made me feel awkward	0.602 0.574 0.885	0.885 0.912 0.896
Trying on virtual makeup was an uncomfortable experience for me The MAR app made me feel unnatural	0.672 0.877	0.889 0.908
Privacy self-efficacy (Wang et al., 2019)
I feel confident about dealing with the ways that the company collects and uses my personal information through the MAR app	0.886	0.935
I feel confident about learning skills to protect my privacy while using the MAR app	0.850	0.742
I believe I have control over who can get access to my personal information collected through the MAR app	0.893	0.672
I believe I can control my personal information provided to this MAR app	0.871	0.845
Hedonic value (Childers et al., 2001; Hilken et al., 2017)
The shopping experience with the MAR app makes me feel good	0.851	0.858
The shopping experience with the MAR app is exciting	0.748	0.862
The shopping experience with the MAR app is enjoyable	0.831	0.872
The shopping experience with the MAR app is fun	0.755	0.702
Utilitarian value (Childers et al., 2001; Hilken et al., 2017)
Using the MAR app improves my performance in evaluating the product while shopping online	0.789	0.746
I find the MAR app to be useful for online shopping	0.801	0.846
Using the MAR app enhances my effectiveness in online shopping	0.791	0.786
The MAR app is easy to use	0.628	0.786
The results of using this MAR app are positive	0.736	0.764
Decision quality (Zhang et al., 2018; Huang and Zhou (2019) (only in Study 2)
I have picked the items that best fit my tastes through this MAR App		0.891
I am certain that I made a good purchase choice		0.889
I am satisfied with the choice I made		0.906
I am confident in my decision-making for this purchase		0.854
Decision Regret (Brehaut et al., 2003) (only in Study 2)
It was the right decision		0.725
I regret the choice I made		0.776
I would go for the same choice if I had to do it over again		0.843
The choice did me a lot of harm		0.822
Repurchase intention through the app (Brehaut et al., 2003) (only in Study 2)
I will purchase makeup products through this app in the future		0.920
Using this app for future purchases is a choice I will consider		0.940

Variable	Study 1	Study 2
Environmental embedding (Hilken et al., 2017)
I can feel the integration of virtual visual content into my real environment while using the MAR app	0.925	0.820
I experience the real content is overlaid onto the virtual environment while using the MAR app	0.826	0.736
Simulated physical control (Hilken et al., 2017)
The interactions within the MAR app are real, and I can move the virtual makeup on the visual interface	0.913	0.898
I can see how the virtual makeup looks on my face through theMAR app	0.819	0.722
Perceived intrusiveness (Li et al., 2002)
I feel disturbed while using the MAR appThe experience of using the MAR app left me feeling violatedThe mobile AR app made me feel awkward	0.6020.5740.885	0.8850.9120.896
Trying on virtual makeup was an uncomfortable experience for meThe MAR app made me feel unnatural	0.6720.877	0.8890.908
Privacy self-efficacy (Wang et al., 2019)
I feel confident about dealing with the ways that the company collects and uses my personal information through the MAR app	0.886	0.935
I feel confident about learning skills to protect my privacy while using the MAR app	0.850	0.742
I believe I have control over who can get access to my personal information collected through the MAR app	0.893	0.672
I believe I can control my personal information provided to this MAR app	0.871	0.845
Hedonic value (Childers et al., 2001; Hilken et al., 2017)
The shopping experience with the MAR app makes me feel good	0.851	0.858
The shopping experience with the MAR app is exciting	0.748	0.862
The shopping experience with the MAR app is enjoyable	0.831	0.872
The shopping experience with the MAR app is fun	0.755	0.702
Utilitarian value (Childers et al., 2001; Hilken et al., 2017)
Using the MAR app improves my performance in evaluating the product while shopping online	0.789	0.746
I find the MAR app to be useful for online shopping	0.801	0.846
Using the MAR app enhances my effectiveness in online shopping	0.791	0.786
The MAR app is easy to use	0.628	0.786
The results of using this MAR app are positive	0.736	0.764
Decision quality (Zhang et al., 2018; Huang and Zhou (2019) (only in Study 2)
I have picked the items that best fit my tastes through this MARApp		0.891
I am certain that I made a good purchase choice		0.889
I am satisfied with the choice I made		0.906
I am confident in my decision-making for this purchase		0.854
Decision Regret (Brehaut et al., 2003) (only in Study 2)
It was the right decision		0.725
I regret the choice I made		0.776
I would go for the same choice if I had to do it over again		0.843
The choice did me a lot of harm		0.822
Repurchase intention through the app (Brehaut et al., 2003) (only in Study 2)
I will purchase makeup products through this app in the future		0.920
Using this app for future purchases is a choice I will consider		0.940

Note(s): 1 = highly disagree, 7 = highly agree

Source(s): Authors’ own work

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