<![CDATA[This study examines how AR-based advertising value (AV) affects e-customer trust (eCT) and satisfaction (eCS) in Indonesia's fast-growing beauty e-commerce ecosystem. This study uses AV as the major stimulus in the S-O-R/TAM framework to explain eCT and eCS generation and explicitly explores the eCT–eCS link in AR-based cosmetic shopping, as this approach diverges from prior research, which predominantly emphasized AR experiential dimensions and interactivity. A quantitative survey of 214 Shopee, Lazada, and Sephora cosmetics shoppers who had used virtual try-on features was examined using PLS-SEM to determine how AV and eCT affect eCT and eCS. The results show that AV strongly and significantly affects eCT and eCS, while eCT has no significant direct effect on eCS, undermining the classical idea that trust is always the key predictor of satisfaction. This study proposes and tests AR-based AV as the “heart” of digital experiences that directly shape trust and satisfaction, and clarifies the role of eCT as long-term relational capital. These findings help beauty brands design informative, entertaining, personalized, and credible AR content to reduce product uncertainty and improve brand-consumer relationships.]]>
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