## 1 Introduction
This paper aims to study if the use of AR apps in online women's makeup stores (with products like lipstick, lip liner, eyeshadow, eyeliner, mascara, foundation, powder, and hair color) stimulates the desire to buy makeup products (and how it does) and improves the e-shopping process. This paper uses the term AR app when referring to applications incorporating AR technologies for virtual makeup and hair coloring. Also, the term makeup refers to makeup and hair coloring. Ref. [14] is one of the most remarkable recent reviews of AR in e-retailing. According to [14], the AR literature uses 30 different classical and modern theories. The most employed classical theoretical frameworks for explaining the drivers behind the adoption of AR in e-commerce are SOR theory, the technology acceptance model (TAM), the situated cognition theory (related to consumer psychology in an AR environment), and the uses and gratifications theory. Besides many other factors, the key factors driving the consumer adoption of AR in e-commerce and online shopping are related to technology attributes, utility, hedonism, immersion, and social factors [14]. For future studies related to social factors, ref. [14] proposes the co-creating effect, social sharing, and social value. Despite increasing curiosity, examination of challenges to AR adoption, like practical and psychological obstacles, is limited, impacting consumer adoption of AR in e-shopping. Also, research on social aspects of AR could be more extensive [14]. Starting from the previous research based on the SOR paradigm [1; 3] and models such as the Unified Theory of Acceptance and Use of Technology (UTAUT) [9], our study aims to identify the determinants of users' intentions to adopt AR apps in e-commerce and stimulate users' intention to buy products. In this paper, we consider the following factors: social value, perceived hedonistic value,fit confidence, perceived utilitarian value, immersion, and innovativeness. Fit confidence is one sub-dimension of perceived benefits that can better explain the intention to adopt virtual try-on apps (VTOs) [5]. AR apps and e-shopping have distinct fields, but their intersection creates a unique e-commerce experience. While the primary goal of e-shopping is product purchase, AR apps are tools meant to enhance this experience. Past studies on this intersection have been more tech-adoption-focused than commerce-focused. In this study, we also add emphasis to the components that stimulate the purchases side. In any e-commerce context, if site visits are without sales, the problem may be related to the products rather than the AR technology itself. Besides the constructs from the SOR, our research introduced confidence, innovativeness, and social value as influential factors. Consequently, we intend to provide pertinent answers to the following research questions:  
RQ1: What factors influence the intention to use AR apps in e-shopping? RQ2: What are the relationships between the determinants mentioned in RQ1? This paper is structured in six sections, as follows. Section 2 provides a general background based on a consistently updated literature review. Section 3 describes the methodology and data collection. Section 4 presents the results. Section 5 presents discussions. Section 6 presents the conclusions.