Xu, YingziLing, I-ling2025-11-032025-11-032025-11-10Asia Pacific Journal of Marketing and Logistics, ISSN: 1355-5855 (Print); 1758-4248 (Online). doi: 10.1108/APJML-06-2025-12501355-58551758-4248http://hdl.handle.net/10292/20050Purpose This study examines how Mobile Augmented Reality (MAR) app features – virtual mirrors versus photo-based try-ons – influence consumers' perceived utilitarian and hedonic values, decision quality and regret (a form of post-purchase dissonance). It contributes to the growing literature on MAR by addressing the underexplored role of MAR in shaping regret and repurchase intention. Design/methodology/approach Two field experiments were conducted using YouCam Makeup, a leading MAR app and AI selfie editor, with 460 participants randomly assigned to interact with either the virtual mirror or the photo-based try-on feature. After the interaction, participants completed an in-person survey. Data were analyzed using multivariate statistical techniques to test the relationships among app features, perceived value, decision quality, regret and intention to repurchase through the app. Findings Results show that the virtual mirror feature provides greater utilitarian and hedonic value than photo-based try-ons, leading to higher decision quality and lower regret. However, the benefits are reduced by perceived intrusiveness, particularly among individuals with low privacy self-efficacy. While utilitarian value significantly enhances decision quality, hedonic value does not. Improved decision quality, in turn, reduces regret and increases the likelihood of repurchasing cosmetic products via the MAR app. Originality/value This research fills a gap in the MAR literature by empirically examining regret in immersive shopping contexts. It offers theoretical insights into how MAR design features influence consumer decision-making and practical guidance for developers and retailers seeking to balance utility, enjoyment and privacy to optimize the online shopping experience.© Yingzi Xu and I-Ling Ling. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at https://creativecommons.org/licenses/by/4.0/1505 Marketing1506 Tourism1507 Transportation and Freight Services3506 Marketing3507 Strategy, management and organisational behaviour3508 TourismMobile augmented reality appsHedonic and utilitarian valueDecision qualityRegretPerceived intrusivenessPrivacy self-efficacyJournal ArticleOpenAccess10.1108/APJML-06-2025-1250