## 6 Conclusions
### Limitations and Future Research  
In this paper, we talked about virtual try-on for makeup and hair coloring. In AR apps with other types of products, we can expect the results to be significantly different, as our study group included only women. The respondent groups must include men for other products (e.g., apparel, sunglasses, and furniture). The study was conducted on Romanian consumers, limiting the generalizability of the results due to cultural differences. Future cross-cultural research could offer additional insights. AR generates more positive experiences (novelty, surprise, inspiration) and fewer negative consequences (information overload, distraction, privacy risks). Information overload can generate distractions, decreasing purchase intentions via AR apps [7]. Technology anxiety can lead to risk-avoidance behavior [12]. A limitation of this paper is that it does not detect adverse effects and how they affect CUI, e.g., perceived intrusiveness [13; 73], perceived social risk, financial risk, physical risk, performance risk, and psychological risk [74]. Our study did not include any effects on brand attitude. Interactivity and vividness affect immersion and brand loyalty [74]. Future research could examine how AR app try-on experiences affect online customers' purchasing decisions or willingness to pay for unknown brands or different product categories. In a watch e-commerce context, the findings showed that individuals without prior AR experience were more likely to experience immersion and a subsequent feeling of ownership, suggesting that familiarity with new stimuli reduces the novelty and, thus, the motivation to be mentally immersed [8]. For us, the context is makeup e-commerce, and we have seen that INT has a considerable impact on IMM. Here, we notice some differences in results that could come from several causes: either there are differences between the types of commerce (we buy some products much less often than makeup), or, after extended use of AR apps, they are not so captivating anymore. Future studies could investigate if prior AR experiences reduce the motivation to be mentally immersed in the case of specific types of products (e.g., watches in [8]) or if it generalizes. Despite the limits discussed above, the current study is one more step towards a better understanding of the factors influencing consumers' behavior towards AR apps in e-commerce. Conceptualization, M.-C.V., N.S. and D.M.-M.T. ; methodology, M.-C.V., N.S. and D.M.-M.T. ; validation, M.-C.V. and N.S. ; formal analysis, M.-C.V. and N.S. ; writing--original draft preparation, M.-C.V. and N.S. ; writing--review and editing, N.S. and M.-C.V. All authors have read and agreed to the published version of the manuscript. This research received no external funding. **Institutional Review Board Statement:** Not applicable. **Informed Consent Statement:** Not applicable. **Data Availability Statement:** The data presented in this study are available upon request from the corresponding author. **Acknowledgments:** This study was conducted by [PERSON] and [PERSON], associate members of the East European Center for Research in Economics and Business (ECREB) at the Faculty of Economics and Business Administration, West University of Timisoara, J.H. Pestalozzi Street, No. 16, 300115. The authors gratefully acknowledge the use of the services and facilities of ECREB. [PERSON] contributed to the completion of the paper with the results of research undertaken within the Faculty of Economics and Business Administration, West University of Timisoara. **Conflicts of Interest:** The authors declare no conflict of interest. * _[PERSON] et al. (2022)_ [PERSON]; [PERSON]; [PERSON]; [PERSON]; [PERSON] What is augmented reality marketing? Its definition, complexity, and future. _J. Bus. Res._**2022,**_142_, 1140-1150. [CrossRef]
* [PERSON] and [PERSON] (2018) [PERSON]; [PERSON] Exploring factors influencing organizational adoption of augmented reality in e-commerce: Empirical analysis using technology-organization-environment model. _J. Electron.