Do Gen Z buy Cosmetics using Augmented Reality Impulsively? A Deep Learning-Based SEM-ANN Analysis


  • Anish Kaushal, Ashish Kaushal, Vandana Devi


urge, impulsively, behaviour, SEM-ANN, impulsiveness


Social media marketing is effective tools in relation to Generation Z’s impulse purchasing behaviour within fashion industry in the context of cosmetics purchase. However, there is research gap on mediating roles of media types and ease of payments on social platforms in awakening the interest of Gen Z females and moderating roles of virtual reality (VR). SEM-ANN was conducted based on 287 valid responses. The findings reveal that media can trigger a stronger urge to buy impulsively and impulse buying intention. Moreover, the awakening of interest and ease of payment options plays mediating roles in this process. Secondly, with the recent advancements of virtual reality (VR) technologies, VR applications in cosmetics are increasingly becoming an inevitable trend of future shopping. The empirical results show that media types and ease of payments results in creating urge to impulsive purchase behaviour. Furthermore, the role of AR and VR strengthens the impulsiveness trait in driving the urge to buy impulsively.


Download data is not yet available.


A. A. Alalwan, “Investigating the impact of social media advertising features on customer purchase intention,” International Journal of Information Management, vol. 42, pp. 65-77, Oct 2018.

A. Coley, B. Burgess, “Gender differences in cognitive and affective impulse buying,” Journal of Fashion Marketing and Management, vol. 7, 3, pp. 282–295, Sep 2023.

A. J. Badgaiyan, A. Verma, “Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Service, vol. 22, pp. 145–157, Jan 2015.

A. J. Lau, G. W.-H. Tan, X.-M. Loh, L.-Y. Leong, V.-H. Lee, K.-B. Ooi, “On the way: Hailing a taxi with a smartphone? A hybrid SEM-neural network approach,” Machine Learning with Applications, vol. 4, pp. 1-11, Jun 2021.

A. U. Zafar, J. Qiu, Y. Li, J. Wang, M. Shahzad, “The impact of social media celebrities’ post and contextual interactions on impulse buying in social commerce,” Computer in Human Behavior, vol. 115, Feb 2022.

C. Liao, P-L. To, Y-C. Wong, P. Palvia, M.D. Kakhki, “The impact of presentation mode and product type on online impulse buying decisions,” Journal of Electronic Commerce Research, vol. 17, no. 2, pp. 153-168, May 2016.

D. Brewis, “What Gen Z expects from the online retail experience,” IMRG.

D. Rook, R. J. Fisher, “Normative influences on impulsive buying behavior.” Journal of Consumer Research, vol. 22, no. 3, pp. 305-313, Dec 1995.

D. Shin, “How does immersion work in augmented reality games? A user-centric view of immersion and engagement.” Information, Communication & Society, vol.22, no. 9, pp.1212–1229, Dec 2017.

E. Beuckels, L. Hudders, “An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context,” Journal of Retailing and Consumer Services, vol. 33, pp. 135–142, Nov 2016.

E. Pantano, A. Rese, D. Baier, “Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets.” Journal of Retailing and Consumer Services, vol. 38, pp. 81–95, Sep 2017.

G. A. Alkwasi, N. Ali, A.S. Mustafa, Y. Baashar, H. Alhussain, A. Alkahtani, S.K. Tiong, J. Ekanayake, “A hybrid SEM-neural network method for identifying acceptance factors of the smart meters in Malaysia: challenges perspective,” Alexandria Engineering Journal, vol. 60,1, pp. 227-240, Feb 2021.

H. Gaber, L.T. Wright, K. Kooli, “Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization,” Cogent Business & Management, vol. 6, no. 1, pp. 1-13, May 2019.

H. Li, T. Daugherty, F. Biocca, “Characteristics of virtual experience in electronic commerce: A protocol analysis.” Journal of Interactive Marketing, vol. 15, no. 3, pp. 13–30, Jul 2010.

H. Zhang, H. Xiao, Y. Wang, M. A. Shareef, M. S. A. Akram, M. A. S. Goraya, “An integration of antecedents and outcomes of business model innovation: A meta-analytic review,” Journal of Business Research, vol.131, pp. 803–814, Jul 2021.

J. Ahn, J. Kwon, “The role of trait and emotion in cruise customers’ impulsive buying behavior: an empirical study,” Journal of Strategic Marketing, vol. 30, no. 5, pp. 1–14, Aug 2020.

J. Johnson, “Age distribution of Instagram users in Great Britain (GB) from the 1st quarter 2015 to 1st quarter 2018.

J. Lim, R. Ayyagari, “Investigating the determinants of telepresence in the e-commerce setting.” Computers in Human Behavior, vol. 85, pp. 360–371, Aug 2018.

J. V. Chen, S. Ruangsri, Q. Ha, A.E. Widjaja, “An experimental study of consumers’ impulse buying behaviour in augmented reality mobile shopping apps,” Behaviour & Information Technology, vol. 41, 15, pp. 3360-3381, Oct 2021.

J.F. Hair, W. Black, B.J. Babin, R.E. Anderson, Multivariate data analysis. A global perspective. 7th ed. Harlow: Pearson Prentice Hall, 2014.

K. Ooi, V. Lee, G. Tan, T. Hew, J. Hew, “Cloud computing in manufacturing: the next industrial revolution in Malaysia?” Expert Systems with Applications, vol. 93, pp. 376-394, Mar 2018.

K. Shamim, M. Azam, T. Islam, “Beauty influencers and educators the urge to buy impulsively? Social commerce context.” Journal of Retailing and Consumer Services, vol. 77, March 2024.

K. W. Lau, P. Y. Lee, “Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality,” Virtual Reality, vol. 23, pp. 255–214, Aug 2018.

Khanom, R., 2018. Beauty influencers and educators – UK – august 2018. https://reports.

King, M., 2019. Technology habits of generation Z – UK – September 2019. https://re

L. Aragoncillo, C. Orus, “Impulse buying behaviour: an online-offline comparative and the impact of social media,” Spanish Journal of Marketing, vol. 22, 1, pp. 42-62, Nov 2017.

L. T. Huang, “Flow and social capital theory in online impulse buying” Journal of Business Research, vol. 69, 6, pp. 2277–2283, Jun 2016.

L. V. Casaló, C. Flavian, S. Ibáñez-Sánchez, “Be creative, my friend! Engaging users on Instagram by promoting positive emotions,” Journal of Business Research, vol. 130, pp. 416-425, Jun 2021.

L-Y. Leong, T-S. Hew, K-B. Ooi, V-H. Lee, J-J. Hew, “A hybrid SEM-neural network analysis of social media addiction.” Expert Systems with Applications, vol. 133, 296–316, Nov 2016.

M. Al-Emran, A. Granić, M.A. Al-Sharafi, N. Ameen, M. Sarrab, “Examining the roles of students’ beliefs and security concerns for using smartwatches in higher education,” Journal of Enterprise Information Management, vol.34, 4, pp. 1229-1251, Jul 2021.

M.A. Shareef, Y.K. Dwivedi, V. Kumar, G. Davies, N. Rana, A. Baabdullah, “Purchase intention in an electronic commerce environment: A trade-off between controlling measures and operational performance. Information Technology & People, vol.32, no. 6, pp. 1345–1375, Nov 2019.

S. Abdelsalam, N. Salim, R. A. Alias, O. Husain, “Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review,” IEEE Access, vol. 20, pp. 89041–89058, May 2022.

S. Haykin, Neural Networks: A Comprehensive Foundation. 2nd ed. NJ: Pearson Prentice Hall, 2005.

S. Kim, M. S. Eastin, “Hedonic tendencies and the online consumer: An investigation of the online shopping process.” Journal of Internet Commerce, vol. 10, no. 1, pp. 68–90, Mar 2011.

S.H. Lidholm, A. Radon, M. Sundstrom, J. Balkow, “Understanding on-line fashion buying behavior on impulse: feelings nothing more than feelings” in Advanced Fashion Technology and Operations Management, A. Vecchi, IGI Global book series Advances in Business Information Systems and Analytics, pp. 235–249, 2017.

V. Lavoye, A. Tarkiainen, J. Sipila, J. Mero, “More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping,” Journal of Business Research, vol.169, pp. 1-12, Dec 2023.

W-C. Hsu, M. Lee, K. Zheng, “From virtual to reality: The power of augmented reality in triggering impulsive purchases,” Journal of Retailing and Consumer Services, vol. 76, Jan 2024.

X. Huang, “Optimization of Marketing Strategy for “E-Commerce Live Streaming Agricultural Products” in the New Media Era,” American Journal of Industrial and Business Management, vol. 13, 10, pp. 1094-1103, Oct 2023.

X-M. L, V-H. Lee, G. W-H. Tan, K-B. Ooi, Y.K. Dwivedi, “Switching from cash to mobile payment: what’s the hold-up?” Internet Research. vol. 31, No. 1, pp. 376-399, Feb 2021.

Y. Liu, H. Li, F. Hu, “Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions.” Decision Support Systems, vol. 55, no. 3, pp. 829–837, Jun 2013.

Y. Qasem, S. Asadi, R. Abdullah, Y. Yah, R. Atan, Mohd. A. Al-Sharafi, A. Yassin, “A multi-analytical approach to predict the determinants of cloud computing adoption in higher education institutions,” Applied Sciences, vol. 10, no. 14, pp. 1-34, Jul 2020.

Y. Zhao, Y. Li, N. Wang, R. Zhou, X. Luo, “A meta-analysis of online impulsive buying and the moderating effect of economic development level,” Information Systems Frontiers, vol. 24, pp.1667-1688, Aug 2021.

Y.C. Lee, C.L. Gan, T.W. Liew, “Rationality and Impulse buying: Is your emotion a part of equation?” Computers in Human Behavior, vol. 12, pp. 1-11, Dec 2023.

Z. Jiang, I. Benbasat, “The effects of presentation formats and task complexity on online consumers’ product understanding.” MIS Quarterly, vol. 31, no. 3, pp. 475–500, Sep 2007.




How to Cite

Anish Kaushal. (2024). Do Gen Z buy Cosmetics using Augmented Reality Impulsively? A Deep Learning-Based SEM-ANN Analysis. International Journal of Intelligent Systems and Applications in Engineering, 12(21s), 1752–1760. Retrieved from



Research Article