Exploring Augmented Reality's Influence on Consumer Purchase Intentions of Generation Z

Abstract

The use of emerging technologies in the expanding e-commerce environment is changing the relationship between customers and purchasing behavior. Among these key technologies, Augmented Realities (AR) have become an evolutionary change in connecting the digital and physical worlds. This study aims to examine the influence of augmented reality on purchase intentions of Generation ‘Z’ consumers. Young people between the ages of 11 and 26 frequently use AR to purchase clothes and accessories, and stores can often be accessed locally via smartphone apps. The previous researches show that novelty has a significant impact on purchasing decision making and can be used in marketing communications. According to the results, it can be said that gender and age have an impact on the personal response to AR. Researches show that clothing and accessories are the most purchased products through AR. In most of the researches, it is found that there are no significant differences according to age and family members. Respondents said their AR experience was good and that the desire to seek novelty had a more significant impact on purchasing decisions than perceived ease of uses, and that they found it helpful. Generation Z customers have a strong relationship with digital experiences, so they will be key decision-makers for the future of online business. As this tech-savvy generation becomes a dominant force in the consumer market, recognizing the impact of augmented reality (AR) on online shopping behaviour is inevitable but essential for businesses looking to survive in the digital economy.