Previous studies have discussed the use of facial enhancement technology, such as AI color cosmetics applications, to improve online self-presentation (Fastoso et al., 2021; Hsuet al., 2021; Javorniket al., 2021). According to the U&G theory, the desire to create one's desired image can be a motivating factor for using AI color cosmetics (Javorniket al., 2022). Third, we support previous findings showing a positive relationship between actual purchase and e-WOM in the context of social media (Parket al., 2021).
For example, Cowanet et al. (2021) investigated the role of AR face filters on the behavioral intentions and e-WOM of social media users. Color AI cosmetic applications in retail take the form of augmented reality (AR) applications and Magic Mirrors (Faustet al., 2012). Following previous research emphasizing the importance of satisfaction in using social media (Gao and Feng, 2016) and hedonic value (Ashrafet al., 2019), social media addiction, body esteem, price sensitivity, actual purchase of AI-colored cosmetics, and e-WOM intent are important concepts to investigate.
Social media addiction has been chosen as addicted users crave positive feedback on social media (Fabriset al., 2020) and they may willingly use AI color cosmetics to receive stronger satisfaction in the virtual world. AI color cosmetics can help such individuals by virtually changing their facial appearance through a series of interactions (Hsu et al., 2021). Finally, a previous study by Fastoso et al.(2021) found that low self-esteem increased selfie-editing behavior.
For example, social media influencers want to be admired (Casale and Fioravanti, 2018; . Javedet al., 2022), which can be facilitated by AI color cosmetics.
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