GENDER-BASED INTENTION TO USE IMMERSIVE TECHNOLOGIES AND ITS IMPACT ON PURCHASE INTENTION IN THE COSMETIC INDUSTRY
A QUALITATIVE STUDY ON CONSUMER BEHAVIOUR TOWARDS AUGMENTED REALITY IN COSMETIC RETAILING
DOI:
https://doi.org/10.29121/shodhshreejan.v3.i1.2026.74Keywords:
Augmented Reality, Immersive Technology, Gender Behaviour, Purchase Intention, Cosmetic Industry, Consumer Behaviour, Virtual Try-On, Ar RetailingAbstract [English]
The Interaction of brand with customers within retail space has evolved drastically due to various technologies such as Augmented Reality and Virtual Reality. When we talk about one of the leading industries to adopt AR technologies i.e. Cosmetics, has started relying greatly on visualization of product, personalizing and engaging experience. Shopping of products online and purchase decisions are getting influenced due to the level of interactivity of various platforms, applications with virtual try-on feature and beauty filters powered by Artificial intelligence. Although, various factors like privacy, familiarity of a technology, consumer behavior of cosmetics and social conditioning of different genders often impacts the behavior towards immersive technologies differently. The impact on intention to purchase within cosmetic industry due to usage of immersive technologies considering gender and its influence gets explored in this study. Taking into consideration those customers who know about digital platforms pertaining to cosmetics and various AR application, this research uses focus group discussions under qualitative research approach. To get a better understanding of acceptance of technology, psychological reaction, perceptions based on gender, outcome influenced by behavior and drive related to engaging cosmetic technologies under this research a thematic Analysis was done. The findings highlight that immersive technologies positively impact purchase intention across genders by improving familiarity and comfort with cosmetic AR applications because of better visualization, convenience, confidence and engagement. Female consumers established greater familiarity and comfort with AR cosmetic applications because of superior exposure to beauty products and digital beauty culture. Male consumers however, progressively open towards immersive technologies, showcased cautious involvement in comparison due to social perceptions, privacy concerns and limited involvement with cosmetics. This research also recognizes key factors impacting adoption behavior such as realism, ease of use, interactivity, trust and personalization. The study contributes to existing literature by proving gender-based qualitative insights into the adoption of immersive technology Augmented Reality in cosmetic industry, particularly in the Indian context. Additionally, Practical implications for cosmetic retailers and technology developers are also discussed.
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Copyright (c) 2026 Aastha Deshpande, Dr. Suyash Khaneja, Dr. Abhinav Gupta
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