This study examines how experience with Augmented Reality (AR) applications influences centennial consumers’ attitude towards this technology and, in turn, how this attitude affects their purchase intention. A cross-sectional quantitative methodology was applied, based on surveys addressed to a non-probabilistic convenience sample composed of 80 centennials with previous experience in online purchase processes of clothing and accessories through Amazon’s mobile application. The key variables -experience with AR, attitude towards its use and purchase intention- were measured using scales previously validated in scientific studies. Data analysis was performed by means of partial least squares structural equation modeling (PLS-SEM), using SmartPLS 4 software. The results indicate that both AR experience and consumer attitude exert positive and statistically significant effects on purchase intention, which generates relevant implications for the design of digital marketing strategies aimed at digital native consumers.