Search results

The objective of this study is to examine how perceived augmentation of virtual makeup influences consumers’ perceived value (utilitarian and hedonic value).

This research conducts an empirical study, and investigates 474 respondents.

The results show that perceived augmentation positively influences utilitarian and hedonic value. The wow-effect mediates the impact of perceived augmentation on utilitarian value. Immersion mediates the impact of perceived augmentation on two types of perceived value. Perceived ease of use moderates the influence of perceived augmentation on utilitarian value. Recreational shopper does not moderate the effect of perceived augmentation on hedonic value.

The study provides practical implications for beauty e-retailers.

This study examines the effect of perceived augmentation, supplements the literature on virtual makeup and AR technology application and enriches the literature on consumer experience of using AR technology.

Reusable takeaway food containers (RTFCs) are a newly emerging green packaging choice for the takeaway industry that can effectively reduce campus solid waste but are not yet well accepted. Therefore, this study aims to identify the key factors influencing university students’ intention to choose RTFCs, seeking to enhance RTFC project management practices and contribute to developing a sustainable “green university.”

In total, 316 valid respondents from a Chinese university were surveyed for data collection. A multivariate ordered logistic regression model was used to conduct empirical analysis.

The results of this study underscore the crucial role of perceived value in the relationship between perceived green attributes and students’ intention to choose RTFCs. The positive impacts of perceived green attributes on intention are direct and indirect, through the lens of perceived value. When the value is substantial, it significantly boosts the student’s intention to choose RTFCs. Conversely, the perception of lower hygienic quality or higher returning time cost dampens this intention, with a more pronounced effect than perceived green attributes. Notably, perceived publicity activities have the most significant impact on student’s intention to choose RTFCs.

This study contributes to the understanding of promoting RTFCs, a key strategy for reducing plastic waste on campuses. The findings provide actionable recommendations for the project company and the university, offering practical ways to encourage students to use RTFCs and contribute to plastic waste reduction.