Augmented Reality Virtual Try-on Technology, Trust and Purchase Intention in Thailand’s Cosmetics Industry: A Moderated Mediation Analysis

Rhea Mar Keith V. Javinal; Dr. Jonathan D. Mondero

Authors

Rhea Mar Keith V. Javinal De La Salle University-Dasmarinas City, Cavite, Philippines
Dr. Jonathan D. Mondero De La Salle University-Dasmarinas City, Cavite, Philippines https://orcid.org/0009-0001-5203-8858

Keywords:

Augmented reality, cosmetics e-commerce, online purchase intention, trust, virtual try-on

Abstract

This study examined the effects of consumer attitudes toward Augmented Reality Virtual Try-On (AR VTO) technology on online purchase intention for makeup products among Thai non-users, with particular emphasis on the mediating role of trust and the moderating influence of demographic factors. Data were collected from 400 Thai consumers aged 18 to 79 years, equally distributed across four generational cohorts, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 5,000 bootstrap resamples. The findings revealed that only perceived usefulness (β = −.215, p = .017) and cybersecurity (β = −.154, p = .016) significantly influenced online purchase intention, both demonstrating negative effects, thereby challenging traditional assumptions of the Technology Acceptance Model (TAM). Trust exhibited a strong effect size (f² = .223) and partially mediated multiple relationships, effectively transforming negative perceptions into positive behavioral intentions. Furthermore, years of schooling (Index = .034, p < .05) and estimated income (Index = .042, p < .05) significantly moderated the trust-mediated relationship, while age showed no significant moderating effect (Index = .006, p = .412). Notably, LGBTQ+ consumers demonstrated higher levels of purchase intention compared to cisgender groups. The study concludes that trust, rather than technological sophistication, is the primary driver of AR VTO adoption among non-users in emerging markets. Practical implications suggest that retailers should prioritize trust-building strategies, inclusive marketing, and risk-reduction mechanisms to enhance adoption.

Author Biographies

Rhea Mar Keith V. Javinal, De La Salle University-Dasmarinas City, Cavite, Philippines

Rhea Mar Keith Javinal is an experienced academic leader, lecturer, and international marketing consultant with 6 years of experience in the field, specializing in industrial technology and agribusiness solutions (Agri-Tech). She was the Assistant Dean for External Affairs at Thai-Nichi Institute of Technology (TNI) in Bangkok, Thailand, where she leads institutional partnerships, global academic linkages, and external engagement initiatives.

In addition to her academic leadership, Rhea applies her expertise as an international marketing consultant, helping companies expand market presence and implement innovative, technology-driven strategies in the industrial and agribusiness sectors.

She is also an active lecturer in business and management, with expertise in marketing, international business, and entrepreneurship, combining academic insight with practical consulting experience to create impactful outcomes in education, industry, and international markets

Dr. Jonathan D. Mondero, De La Salle University-Dasmarinas City, Cavite, Philippines

Dr. Jonathan Mondero is a multi-awarded technology executive and academic leader with over 25 years of global experience in the semiconductor industry, specializing in digital transformation, smart manufacturing, and IT-driven value creation. As Vice President and Head of IT at Amkor Technology Philippines, he has architected and executed enterprise-wide modernization initiatives, including Industry 4.0 deployments and global big data analytics, and played a pivotal role in consolidating manufacturing execution systems (MES) across multiple factories in Asia.

Jonathan's leadership has delivered over $150 million in cumulative cost savings through digitalization, automation, and operational excellence. He established Amkor's Global IT Shared Services hub in the Philippines, driving significant efficiency and resilience for 24/7 manufacturing operations. His global exposure includes 4+ years as an expatriate leader in the United States, where he enabled new DSP silicon bring-up, design for manufacturability, and high-volume product introductions to Asia.

A recognized thought leader, Jonathan was named the 2023 IDC Future Enterprise CIO/CDO of the Year (Philippines) and is a frequent keynote speaker and panelist at ASEAN and international forums. He has published over 20 technical papers, received 7 Best Paper awards, and is an elected member of the Texas Instruments Technical Ladder.

Jonathan holds a PhD in Management, a Master's in Information Technology, an MBA, and a BS in Electronics and Communications Engineering. He is a certified Project Management Professional (PMP) and ITIL 4 Foundation. He is completing the Chief Artificial Intelligence and Digital Officer (CAIDO) Program at the Asian Institute of Management. He also serves as an Associate Professor and Professorial Lecturer in business and computer studies at De La Salle University.

Jonathan brings a unique blend of strategic vision, operational rigor, and a passion for innovation—enabling organizations to thrive in the era of digital and smart manufacturing.