Asia-Pacific Management and Business Application
Vol. 15 No. 1 (2026)

Beauty in Motion: Live Streaming, AR Try-On & Brand Love in E-Commerce

Zulia Khairani (Unknown)
Nofrizal (Unknown)
Rifka Zahra (Unknown)
Ryan Pahlawan (Unknown)
Rafidianto Wibisono (Unknown)
Aznuriyandi (Unknown)

Article Info

Publish Date
31 Aug 2026

Abstract

This study aims to examine the effects of live streaming and augmented reality (AR)-based virtual try-on on shopping enjoyment for makeup products, as well as the mediating role of brand love. The research focuses on cosmetics consumers on Indonesian e-commerce platforms. Employing a quantitative approach, data were collected through questionnaires and observations from 231 respondents selected via purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that AR virtual try-on does not significantly affect shopping enjoyment, whereas live streaming and brand love have a positive and significant influence. Furthermore, brand love does not moderate the relationship.

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Journal Info
Asia-Pacific Management and Business Application
Website

Abbrev

apmba

Publisher

Universitas Brawijaya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Asia-Pacific Management and Business Application journal (APMBA) is a scholarly journal, publishing internationally leading research across all areas of management. APMBA continuously seeking articles that challenge the affect of globalization through business world through critically informed ...