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All Journal Airlangga Journal of Innovation Management Journal of Management and Entrepreneurship Research
Rany, Tarysha Aulya Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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From Perception to Purchase: How Anthropomorphism Shapes Buying Intentions through Product Knowledge Zahrudy, Fahrais; Rany, Tarysha Aulya Putri
Journal of Management and Entrepreneurship Research Vol. 6 No. 3 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.9.06.3-69

Abstract

Objective: The current study examines the effect of three types of anthropomorphic design (appearance, emotional, and image) on consumer purchase intention by taking into account product knowledge as a cognitive mediator. The research thus contributes to the knowledge on how symbolic product cues influence cognition other than causing emotional responses. Research Design & Methods: A quantitative explanatory design was used to explore relationships between variables by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study used purposive sampling to collect data on 215 Indonesian Pop Mart consumers that was analysed using SmartPLS 4. Findings: Results indicate that appearance anthropomorphism has full mediation on intention by affecting it only through product knowledge. On the other hand, emotional cues lead intention non-cognitively. Image anthropomorphism follows both routes, showing partial mediation. These results show that the anthropomorphic designs trigger different cognitive and emotional processes. Implications & Recommendations: In the modern business language, the use of emotional appeal can no longer be the only foundation of effective branding. The deliberate addition of symbolic clarity and product meaning is required in effective practice. In such circumstances, anthropomorphic design becomes most effective when it is both informative and affectively appeals. Contribution & Value Added: This study refines the S-O-R framework by highlighting product knowledge as a symbolic mediator and reveals how different anthropomorphic cues activate cognitive vs. emotional pathways in consumer behavior.
Beauty Meets Technology: The Impact of Fit Confidence and Augmented Reality on User Continuance Rany, Tarysha Aulya Putri; Angelia, Dinda Ayu Sieradianto
Airlangga Journal of Innovation Management Vol. 6 No. 4 (2025): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v6i4.81717

Abstract

As augmented reality (AR) technology becomes increasingly integrated into e-commerce, virtual makeup try-on applications offer users a more personalized and immersive shopping experience. This study examines the influence of fit confidence and perceived augmentation on continuance usage intention among Generation Z users in Indonesia, grounded in the Stimulus–Organism–Response (SOR) framework. Using a quantitative research design, data were collected through structured online questionnaires targeting users who have interacted with AR-based virtual makeup try-on features from beauty brands and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0 using 124 samples. The results show that fit confidence significantly enhances both utilitarian and hedonic value, while perceived augmentation only increases utilitarian value and directly influences continuance usage intention. Furthermore, hedonic value but not utilitarian value significantly drives continuance usage intention, and perceived ease of use strengthens the effects of fit confidence on both utilitarian and hedonic value. Theoretically, the findings extend the SOR framework by demonstrating that fit confidence plays a more dominant role than perceived augmentation in shaping both utilitarian and hedonic value within AR-based beauty applications. Practically, beauty brands and e-commerce platforms should focus on enhancing the accuracy and realism of AR try-on features, as well as designing more enjoyable and engaging user experiences. Improving perceived ease of use is also essential, as it intensifies the positive impacts of fit confidence on user value perceptions, ultimately encouraging sustained engagement with virtual makeup try-on technologies.
Co-Authors Angelia, Dinda Ayu Sieradianto Zahrudy, Fahrais