Virtual or Real? Try Before You Buy: Investigating Generation Z Consumers’ Responses to Luxury Brand Augmented Reality Application
Augmented Reality (AR) provides consumers with added values by enabling product experiences via mobile devices. An increasing number of retailers have adopted AR apps, but little is known on what factors motivate consumers to use AR apps and how consumers respond to AR attributes. To fill the gap, this study explores how the AR experiences lead consumers' behavioral intention through the Stimulus-Organism-Response model in the context of luxury brand retailing. Using the quantitative survey method (n=134), a series of statistical analyses, including PLS-SEM, were conducted. The results showed that the AR attributes (i.e., interactivity and virtuality) led to the consumers' positive hedonic and utilitarian experiences, in turn creating behavioral intention (e.g., eWOM). The effects of customer-based brand equity (CBBE) (i.e., luxury brand image) have a positive relationship with perceived quality. Findings contribute to the S-O-R literature by demonstrating its usefulness in investigating a new phenomenon and guiding businesses in implementing appropriate AR-related app strategies.
Keywords: AR app, luxury brand, S-O-R, PLS-SEM, eWOM
How to Cite:
Jiang, Z. & Lyu, J., (2022) “Virtual or Real? Try Before You Buy: Investigating Generation Z Consumers’ Responses to Luxury Brand Augmented Reality Application”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13468