Exploring the Role of Augmented and Virtual Reality inEnhancing ‎Perceived Ease of Use and InfluencingConsumer Behavior Towards ‎Cosmetic Purchases: A Systematic Review

  • Authors

    • Ms. S. Subhashree Assistant Professor, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421 https://orcid.org/0000-0002-1672-7437
    • Dr. Reshma Sable Associate Professor, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421
    • Dr. Sumetha Madhu Assistant Professor, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421
    • Ms. Dhartiben Neelkumar Patel Assistant Professor, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421
    • Dr. Khushboo Bhatt Assistant Professor, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421
    • Ms. Foram Pathak Assistant Professor, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421
    • Ms. Nikita Chhasatiya Teaching Assistant, Faculty of Management Studies (FMS),‎ Indukaka Ipcowala Institute of Management (IIIM), ‎Charotar University of Science and Technology (CHARUSAT), Changa – 388421
    https://doi.org/10.14419/9tbha832

    Received date: June 24, 2025

    Accepted date: December 20, 2025

    Published date: January 9, 2026

  • Consumer; Augmented Reality; Virtual Reality; Perceived Ease of Use; Attitude Etc‎.

  • Abstract

    Background: Augmented and Virtual Reality are quickly becoming key players in the ‎cosmetics industry, offering consumers more interactive and engaging shopping experiences. ‎Despite their growing use, there is still a gap in Research on how these technologies influence ‎consumer behaviour, especially when it comes to buying cosmetic products. This systematic ‎review brings together existing studies to examine the effects of AR/VR on the ease of use, ‎consumer attitudes, and purchase intentions in digital cosmetic shopping.‎

    Objective: The main aim of the study is to examine the way AR and VR influences perceived ‎ease of use in cosmetics shopping, to analyse the influence of AR and VR technologies on ‎consumer attitudes toward cosmetic products, to evaluate how AR and VR affects purchase ‎intentions in the cosmetics industry and to explore the psychological and emotional factors of ‎consumers using AR and VR for cosmetic purchases.‎

    Methods: Following PRISMA guidelines, studies published between 2010 and 2025 were ‎analysed. A thorough search was conducted using databases such as PubMed, Scopus, and ‎Web of Science, with carefully constructed Boolean search strings targeting key concepts in ‎AR/VR, cosmetics, and consumer Behaviour. The selection process was clearly outlined with ‎a PRISMA flowchart, and the quality of the studies was assessed using the Mixed Methods ‎Appraisal Tool (MMAT). Out of 180 studies initially identified, 140 were included in the ‎qualitative synthesis and 40 in the quantitative analysis.‎

    Results: The results reveal that AR/VR significantly enhance the perceived ease of use in ‎digital cosmetic shopping, which in turn leads to more positive consumer attitudes and higher ‎purchase intentions. Immersive experiences—such as virtual makeup try-ons and 3D product ‎visualizations—not only ease the mental effort required but also help build trust and forge an ‎emotional connection with the brand. Significantly, most of the studies reviewed met high ‎methodological standards.‎

    Conclusions: AR/VR technologies are transforming the cosmetic shopping experience by ‎making it more user-friendly and engaging, while also increasing consumer confidence in their ‎purchases. Future research should include longitudinal studies to evaluate the sustained ‎impact of AR/VR on brand loyalty, investigate the integration of AI for enhanced ‎personalization of those experiences and conduct cross cultural analyses to capture variations ‎in consumer response‎.

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    Subhashree , M. S. ., Sable, D. R. ., Madhu, D. S. ., Patel , M. D. N. ., Bhatt , D. K. ., Pathak , M. F. ., & Chhasatiya , M. N. . (2026). Exploring the Role of Augmented and Virtual Reality inEnhancing ‎Perceived Ease of Use and InfluencingConsumer Behavior Towards ‎Cosmetic Purchases: A Systematic Review. International Journal of Accounting and Economics Studies, 13(1), 101-111. https://doi.org/10.14419/9tbha832