Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes

Abstract

The application of augmented reality (AR) in the beauty and hairdressing industry provides customers with a rich experience, especially in terms of virtual hair styling. Through virtual hair color tests, customers can quickly decide on the most suitable hair dye for them. Teenagers use multimedia communication channels to distinctively express their enjoyment of and aesthetic experiences with the interactive, emotional, and spatial aspects of AR. They can also preview diverse hair dyes and hairstyles in a virtual environment and, ultimately, select the option that suits them the most. This study applied the Stimulus–Organism–Response (S–O–R) theoretical framework and collected 337 valid samples through a SmartPLS-4-supported questionnaire survey for analysis. The results revealed that spatiality significantly influenced behavioral intention in the context of aesthetic experiences, whereas interactivity significantly influenced behavioral intention in the context of entertainment experiences. Overall, the hair dye consumption behavior of Taiwanese teenagers was positively influenced by spatiality and interactivity, and the overall model was well structured. The findings of this study can serve as a reference for businesses to develop innovative technology products that enhance consumer marketing experiences and can contribute to the future development of the hair dye segment of the fashion industry.