Augmented Reality in Fashion Retail: Platform-dependent Acceptance by Generation Z Customers

Abstract

Using the technology acceptance model, this article provides a comparison between the acceptance of augmented reality applications in stationary and mobile fashion retail. A quantitative online survey was conducted of a predominantly younger user group. Specifically, two fictitious scenarios were posed to the participants to investigate their opinions on the use of an augmented reality app. For the estimation of the model, a PLS-SEM approach has been implemented. The study reports on changes between a stationary and a mobile scenario and establishes that, in particular, the ease of use does not universally impact the attitude towards the technology. Additionally, it has been shown that the customer experience uniformly matters, i.e., in particular in the stationary scenario.