Human-Centric AI-Enabled AR in Cosmetic E-Commerce: Drivers of Attitude and Purchase Intention

This study examines how AI-enabled augmented reality in cosmetic e-commerce influences purchase intention through interactivity, informativeness, perceived ease of use, perceived usefulness, and attitude. Using a quantitative approach, the study focuses on consumers in Indonesia who have experience using AR-based cosmetic shopping features. The data were analyzed using Partial Least Squares Structural Equation Modeling. The findings show that interactivity plays a stronger role than informativeness in shaping users’ cognitive evaluations of the AR system. Interactivity significantly enhances both perceived ease of use and perceived usefulness, while informativeness improves perceived ease of use but does not significantly strengthen perceived usefulness. The results also confirm that perceived ease of use positively influences perceived usefulness and attitude, and that perceived usefulness further strengthens attitude. In addition, attitude emerges as the strongest direct predictor of purchase intention. Overall, the study shows that AI-enabled AR in cosmetic e-commerce influences consumer purchase intention through a clear human-centric pathway in which interaction quality, usability, and positive system evaluation play central roles. These findings contribute to the literature on human-centric AI-enabled retail systems and offer practical implications for designing AR interfaces that are more interactive, usable, and decision-supportive for digital consumers.