AUGMENTED REALITY AND LIVE POP-UP CHAT: KEY FACTORS DRIVING CUSTOMER BEHAVIOR IN COSMETICS RETAILING

Abstract

This study explores the impact of omni-channel customer behavior on website and mobile interactivity using partial least squares structural equation modeling. Data was collected from 287 respondents via both online and physical surveys, with a focus on customers who have used L’oreal’s cosmetics products. The study identifies technology literacy, mobile payment technology, live pop-up chats, and augmented reality as the main antecedents that influence customer behavior. The results show that technology literacy, attitude towards website interactivity, and attitude towards mobile device interactivity have a significant positive effect on customer behavioral intention. Additionally, website interactivity and augmented reality have the highest impact on attitude towards website interactivity and attitude towards mobile device interactivity, respectively. The study highlights the significance of customer interactivity in omni-channel retailing and proposes hypotheses related to website atmospherics, live pop-up chats, mobile payment technology, and augmented reality, and their impact on customer behavior at different points of sale. The findings provide valuable insights for cosmetics retailers and other businesses operating in the omni-channel environment.