IMPACTS OF AUGMENTED REALITY MARKETING ON GEN-Z FASHION CONSUMERS’ BEHAVIORAL INTENTION

Innovative technologies are significant for the textile and fashion industry. In this context, this research study focuses on understanding the impact of augmented reality (AR) technologies on Gen-Z fashion consumers’ behavioral intention by using a specific AR app. As a methodology, the present study utilized a questionnaire based on the UTAUT2 model, which was modified to incorporate a 5-point Likert Scale to gather essential research data. The questionnaire comprised twenty-three questions distributed across seven constructs. Using a sample of 310 male and female Gen-Z consumers, the findings indicate that perceived value (PV) positively influences their behavioral intention to use AR technology for fashion shopping. Findings indicate that the research model explained 75% of behavioral intention. All research results confirm the unified theory of acceptance and the use of the technology 2 model (UTAUT2) with its six dimensions. The perceived value (PV) dimension, added to the UTAUT2, has improved the model. In terms of its originality, this recent research study defines augmented reality technology's impacts on the behavioral intention of Gen-Z consumers by focusing on this specific group of users through an advanced AR application.