The effect of online customer reviews, brand trust, and customer experience on repurchase intention
The moderating role of augmented reality
Keywords:
brand trust, customer experience, online customer, repurchase intentionAbstract
The increasing intensity of business competition has driven the makeup industry to innovate in responding to the shift in consumer behavior toward online shopping. This study aims to analyze the influence of online customer reviews, trust, and customer experience on repeat purchase decisions, as well as to evaluate the role of augmented reality (AR) as a moderating variable. The theoretical approaches used are the TPB and the S-R Theory to explain the relationship between technological stimuli and consumers’ psychological and behavioral responses. The research was conducted using a quantitative approach through a survey of 132 Generation Z in Denpasar City. The sampling technique used was purposive sampling, and the data were analyzed using t PLS-SEM method. The results showed that online customer reviews, trust, and customer experience have a positive effect on repeat purchase decisions. Furthermore, augmented reality acts as a pure moderator that strengthens the relationship between these three variables and repeat purchases. These findings indicate that consumer decisions are influenced by psychological factors and enjoyable digital experiences. Practically, the results encourage makeup companies to optimize interactive technologies such as AR as virtual try-on tools to increase consumers’ confidence and intention to repurchase makeup products online.
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