Generation Z Inclined Toward Immersive Shopping Experiences: AR Virtual Try-On in Online Retail in India

This research study delves into the factors influencing the acceptance and perception of Augmented Reality (AR) among Generation Z (Gen Z) consumers in the context of online retail. Additionally, the study examines the influence of attitude towards Virtual Try-Ons (VTO) on purchase intentions within the Gen Z demographic. Leveraging a web-based survey methodology, data was collected from 300 Gen Z participants in India who possessed prior experience with VTO technology in online retail shopping. The survey instrument was constructed by adapting validated measurement items, and Smart PLS 4 was employed for data analysis. The results of the study reveal that Gen Z consumers’ perceptions of the utility, enjoyment, and ease of use associated with VTO technology significantly impact their online shopping experience. By integrating dimensions of utilitarian value, hedonic value, and ease of using the VTO technology, this research contributes to a comprehensive understanding of how VTO technology shapes Gen Z consumers’ online purchase intentions. The study underscores the efficacy of sophisticated Partial Least Squares (PLS) techniques in exploring complex online customer behavior, particularly in the context of VTO utilization for online shopping. Implications drawn from the findings have noteworthy implications for both online businesses and creators of VTO technology. The study emphasizes that emphasizing the utilitarian value of VTO technology is pivotal in targeting the Gen Z cohort effectively. Moreover, the study elucidates a substantial increase in hedonic and utilitarian value, as well as purchase intention, when VTOs are employed in the online shopping experience. In conclusion, this research contributes to the existing literature by unraveling the intricate dynamics underlying Gen Z consumers’ perception and acceptance of AR technology in the online retail landscape. The insights garnered from this chapter provide valuable guidance for businesses and technology developers seeking to cater to Gen Z’s preferences and behaviors, thereby enhancing their competitive edge in the evolving e-commerce ecosystem.