earticle

영어

This study examined how consumer innovativeness influences augmented reality (AR) makeup experiences and color cosmetics purchase behavior among women in their 20-40s from Busan and Gyeongsangnam-do. A survey was conducted with 340 respondents, and 327 valid responses were analyzed using SPSS 25.0 and AMOS 25.0 through structural equation modeling (SEM) and bootstrapping. The results revealed that functional, hedonic, and cognitive innovativeness significantly enhanced AR makeup experiences, while social innovativeness had no effect, indicating that AR is more closely linked to efficiency, enjoyment, and curiosity than social display. Functional and cognitive innovativeness positively influenced purchase behavior, whereas hedonic and social innovativeness had partial effects. AR makeup experiences themselves exerted a strong positive impact on overall purchase behavior. These findings demonstrate that AR makeup experiences play a key role in converting innovative tendencies into actual buying behavior. The study contributes a new framework for consumer behavior research and provides practical implications for digital marketing strategies in the beauty industry.

중국어

本研究以釜山·庆尚南道地区成年女性为对象,为实证分析消费者创新性对增强现实 􎨯AR􎨰美妆体验及色彩协调化妆品购买行为的影响,于2025年8月2日至15日,对340名20-40 岁成年女性开展问卷调查.剔除无效问卷后,最终采用327份有效数据进行分析.所收集数据 通过SPSS 25.0和AMOS 25.0软件进行处理.本研究使用统计分析软件进行结构方程模型(SEM) 分析,并通过自助抽样法(bootstrapping) 验证了直接效应, 间接效应及总效应. 研究发现,在消费者创新性维度中,功能性, 愉悦性和认知性创新对增强现实(AR)美妆体 验具有显著正向影响,而社会性创新则未产生显著影响.这表明AR体验与个人效率, 愉悦感, 求知欲的关联性,远比炫耀他人更具现实意义.其次,消费者创新性中的功能性创新性 和认知性创新性对彩妆购买行为具有积极影响,而享乐性创新性和社会性创新性仅对购买行 为产生部分影响.最后,AR美妆体验对彩妆购买行为整体具有积极促进作用. 本研究实证表明,AR美妆体验是将创新倾向转化为实际购买行为的关键因素.这一发现不仅 为消费者行为研究提供了新的学术解释框架,更为美容行业制定数字化营销战略提供了重要 依据.