An Examination of Perceived Value in Augmented Reality Applications in the Context of Digital Customer Experience: The Sephora Example

Öz

The aim of this study is to examine the dimensions of perceived value in augmented reality (AR) based applications within the context of digital customer experience. The research focuses on the artificial intelligence–supported services of the Sephora mobile application, including Virtual Artist, Virtual Try-On, Color IQ, and Expert Looks, Virtual Tutorials. User-generated reviews from App Store and Google Play were collected via web scraping and analyzed through thematic content analysis using MAXQDA 2024 software within the framework of the PERVAL model. Findings indicate that functional value (quality) emerged as the most dominant dimension, highlighting the importance of technical performance, ease of use, and perceived benefits in shaping customer satisfaction. The study reveals that AI- and AR based applications generate not only functional benefits but also emotional engagement and user loyalty. The research contributes to the literature by demonstrating the applicability of the PERVAL framework in analyzing user-generated content in a digital retailing context and by demonstrating M31, L81, D91 how artificial intelligence and immersive technologies co-create multidimensional customer value.

Anahtar Kelimeler

• Digital Customer Experience
• Augmented Reality
• Artificial Intelligence
• Perceived Value

Dijital Müşteri Deneyimi Bağlamında Artırılmış Gerçeklik Uygulamalarında Algılanan Değerin İncelenmesi: Sephora Örneği

Öz

Bu çalışmanın amacı, dijital müşteri deneyimi bağlamında artırılmış gerçeklik (AG) tabanlı uygulamalarda tüketiciler tarafından algılanan değer boyutlarını ortaya koymaktır. Araştırma kapsamında, Sephora markasının mobil uygulamasında ve web sayfasında yer alan yapay zekâ destekli hizmetler (Virtual Artist, Virtual Try-On, Color IQ, Expert Looks, Virtual Tutorials) analiz edilmiştir. Çalışmada, App Store ve Google Play platformlarındaki kullanıcı yorumları web kazıma yöntemiyle toplanmış ve MAXQDA 2024 nitel veri analizi yazılımı kullanılarak PERVAL ölçeği çerçevesinde içerik analizi uygulanmıştır. Analiz sonucunda, işlevsel değer (kalite/performans) boyutunun en baskın unsur olduğu, uygulamanın teknik kalitesi, kullanım kolaylığı ve fayda düzeyinin müşteri memnuniyetini belirleyen temel faktörler olarak öne çıktığı görülmüştür. Bulgular, yapay zekâ ve AG tabanlı deneyimlerin yalnızca fonksiyonel fayda değil, aynı zamanda duygusal bağ ve kullanıcı bağlılığı yarattığını göstermektedir. Çalışma, PERVAL çerçevesinin yeni nesil dijital perakendecilik uygulamalarındaki kullanıcı deneyimlerini yorumlamada açıklayıcı bir yapı sunduğunu göstermektedir.

Anahtar Kelimeler

• Dijital Müşteri Deneyimi
• Artırılmış Gerçeklik
• Yapay Zekâ
• Algılanan Değer

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