## 3 Methodology and Data Collection  
The SOR framework, often used in retail studies, examines how environmental cues influence people's thoughts and feelings, leading to certain behaviors like purchasing. This has been observed in diverse shopping settings, from physical stores to online platforms. With the shift towards experiential retail, researchers are applying the SOR model to understand how such retail elements affect consumer behavior. Notably, the SOR model is particularly effective in understanding consumer behavior in AR and VR environments. Figure 1: The proposed conceptual framework. While the early literature mostly discussed AR's potential for enhancing user experiences, the current emphasis is on understanding the impact of environmental factors in AR on those experiences. The SOR framework is endorsed as an apt tool for explaining the initial adoption behaviors of emerging technologies like AR and VR [12]. We used an online survey with constructs used in the SOR framework (continued usage intention, perceived hedonistic value, perceived utility value, immersion) and fit confidence (from [5]), social value (from [4]), and innovativeness (from [9]). For CUI, we used seven items: three from [3], two from [12], and one each from [5,7] concerning continued use of the AR app and the purchase of products. For SV, we used five items: three from [4] and two from [13] concerning improving personal social image (using makeup products selected with AR apps) and sharing obtained image content (obtained with the AR app) on social media. For FIT, we used five items from [5] concerning makeup fit, both real (after shopping) and virtual (during shopping), after usage of the AR app. For PUV, we used five items: two from [12], two from [66], and one from [3] concerning if AR app usage for makeup shopping is practical. For IMM, we used six items: three from [8] and one each from [1,7,67] concerning the immersion effects of AR apps on customers. For INT, we used three items from [9] concerning the client's familiarization with new technologies. The analysis in [14] of the respondent profiles in the published articles revealed that studies have primarily examined the AR usage behavior of young populations aged 16 to 35. A few studies represented only female users in their samples as they tested AR for categories related to makeup and women's clothing [14]. Regarding data collection, throughout February 2023 we promoted the use of AR apps among our students from the Faculty of Economics and Business Administration, West University of Timisoara, but also to our friends, and we asked them to encourage their friends to use such applications as follows:  
* We gave an introductory presentation on virtual try-on tools (website or mobile apps) for makeup, glasses, clothing, and furniture. * We presented the pictures obtained from [68] (we uploaded a photo from [68] and used lipsticks, eye shadows, and hair colors). * We invited our students and friends to use (with a live camera or photo) an AR app for a period of time [68], or other AR apps for makeup and hair coloring. At the end of May 2023, we returned with an online questionnaire and asked them (students and our friends) to complete it only if they used AR apps. The questionnaire from this study included items from previous research (see Appendix A) using 5-point Likert scales. This study obtained 394 valid responses from 427 Romanian women aged between 18 and 53 (see Table 1). According to [2], the countries where consumers are the most familiar with smart mirrors are China, South Kora, the United States, the United Kingdom, France, and Germany, with percentages between 24% and 52% of the female residential online population. Previous research papers [1,13] and statistical studies report results from the makeup market for an exclusively female population. In [3], the sample is 20% male and 80% female. With a confidence interval of 95%, considering a population proportion of 24% (for the case of