Discover Your Perfect Look: Virtual Makeup Try-On Revolutionizes Shopping Experience on Shopee!

Competition in the e-commerce industry is becoming increasingly fierce with the emergence of various platforms offering similar products and services. In response to this competition, Shopee, one of the e-commerce platforms with the highest number of site visits, has adopted augmented reality (AR) technology in its BeautyCam and SkinCam features. These mobile applications, which support AR features, enable marketers and companies to provide detailed information to consumers about products and services, thereby influencing consumer perceptions. The purpose of this study was to evaluate behavioral intention towards the AR-based Shopee application feature using the Technology Acceptance Model (TAM). In this study, TAM was used to measure perceptions of the usefulness of information technology (Perceived Usefulness), ease of use (Perceived Ease of Use), and perceived enjoyment, which affect individual attitudes toward using information technology (Attitude Towards Using). This, in turn, determines the degree of a person's intention to use information technology (Behavioral Intention). The research employed a quantitative approach by distributing questionnaires to users of Shopee's BeautyCam and SkinCam features. Data analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM). [ABSTRACT FROM AUTHOR]