<![CDATA[The rapid advancement of digital technology has transformed marketing strategies, particularly in the cosmetics industry, through the adoption of Augmented Reality (AR). One of the most widely implemented applications is the Virtual Try-On (VTO) feature, which enables consumers to virtually experience cosmetic products before making a purchase. This technology helps reduce uncertainty in online shopping by providing a more interactive and realistic product evaluation experience. Despite its increasing adoption, the underlying mechanism through which AR influences consumers' purchase intention remains insufficiently understood. Therefore, this study aims to examine the effect of Augmented Reality on consumers' purchase intention, with attitude serving as a mediating variable in the context of beauty products. This study adopts the Stimulus-Organism-Response (S-O-R) theory as its primary theoretical framework, conceptualizing Augmented Reality as the stimulus, attitude as the organism, and purchase intention as the response. The AR construct is operationalized through two key dimensions, namely vividness and interactivity, which represent the technology's ability to deliver realistic visual representations and interactive user experiences. This study is expected to contribute theoretically by extending the application of the Stimulus-Organism-Response framework in the context of AR-enabled digital marketing and by explaining the mediating role of attitude in the relationship between Augmented Reality and purchase intention. Practically, the findings are expected to provide insights for cosmetic companies in designing more effective AR-based digital experiences to enhance consumers' attitudes and purchase intentions.]]>
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