## 1 Introduction  
The expansion of intelligent gadgets and advancements in gesticulation recognition and motion capture procedures have allowed retailers to offer creative solutions to improve consumers' experiences with their products [1]. Beauty tech, which utilizes Artificial Intelligence (AI) and AR technologies in industry, aims to personalize and customize the customer experience. It includes features such as coloring cosmetics simulation and personalized recommendations. International brands like L'Oreal have embraced these to gain market share [2]. Virtual reality (VR) and AR have gained a significant position in online retail, changing individuals' purchasing habits [3, 4]. Sellers have incorporated immersive technology components into their e-commerce websites and have developed mobile apps which allow clients to virtually test products such as makeup, sunglasses, furniture, and clothing, bridging, thus, the gap between pre- and post-consumption experiences [3, 4]. AR co-occurs with the natural world via digital content. VR is based on avatars and refers to real content over the user's virtual background [1, 3, 5]. On the one hand, VR is appropriate for cases where user body presentation is not crucial, such as gaming or flying simulators. On the other hand, AR is more suitable for cases where self-representation is essential, like trying on body-involving products. Therefore, AR is the landmark of our study because it merges virtual objects/products with the client's natural world, allowing them to interact accurately with the products [1]. AR in e-commerce has proliferated, with the AR market estimated to be USD 88.4 billion by 2026 (see in [6]). AR emotional apps activate a wow effect, delivering surprise [7]. Even though the adoption of AR in e-commerce is still limited, it has become a significant component for leading retailers such as IKEA, Sephora, L'Oreal, and Ray-Ban [3; 4; 8]. AR improves users' perceptions and influences e-commerce behaviors by delivering an authentic product experience. The development of AR services for mobile devices has improved online shopping experiences, making them more accessible to a broader audience [8]. Multiple industries have already adopted AR to boost customer experience satisfaction and make products available 24/7. Although AR has only recently gained popularity and accessibility due to the appearance of smartphones equipped with the necessary hardware [8; 9], AR applications are currently being developed within various industries and have the potential to substantially transform traditional retail and marketing activities [7; 9; 10]. AR is not just a functional technology but also a persuasive one, creating value through enjoyment, efficiency, visual pleasure, and playfulness [9]. AR technology will soon significantly reconfigure shopping and experiences in e-commerce worldwide [9]. AR has the potential to revolutionize e-commerce by enhancing and personalizing the shopping experience. Companies like Google, Apple, Facebook, Alibaba, Microsoft, HTC, Sony, and Samsung have invested heavily in AR technology [11]. AR has evolved into a superior technology for successful businesses, and it has become indispensable for people's everyday life in commerce routines [1]. Therefore, the possibility of AR integrating digital details into the real world has been challenging for both academia and industry in trying to discover and predict its effect on customers' perceptions, adoption intentions, and use [9]. Major global retailers have already started implementing these tools for online and offline shopping experiences, but these systems are still in the earlier phases of adoption [12]. While there is growing interest in AR within the retail and e-commerce industry, there is still a need for a better understanding of its value for consumers and brands to encourage further investment [13].