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Augmented Reality: What Motivates Late Millennials towards Fashion Mobile Apps?

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Enlightened Marketing in Challenging Times (AMSWMC 2019)

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Abstract

Generation Z is expected to be a dominant demographic and economic group. Cyber-waviness, constant reliance on smart devices that allows them to be always connected are among some of their intrinsic characteristics. The combination of this reality with the ever-changing technological environment is compelling retailers to reshape their business strategies, to meet this group desires and expectations and to foster their engagement. Augmented reality (AR) is emerging as a technological solution that pleases both consumers and retailers. This paper aims to answer two main questions: (1) How does generation Z evaluate an AR experience? (2) Which attributes/benefits do they value or not during an AR experience? Drawing on a qualitative methodology – content analysis of 34 interviewees – we discuss six main dimensions the potential customer value of the relationship between them and AR experiences under retailer context.

Funding: This research was financed by the Portuguese Public Funds through Fundação para a Ciência e Tecnologia (FCT) in the framework of the PhD grant SFRH/BD/131191/2017.

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Author information

Authors and Affiliations

  1. Universidade do Porto, Porto, Portugal

    Mafalda Teles Roxo & Pedro Quelhas Brito

Authors
  1. Mafalda Teles Roxo
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  2. Pedro Quelhas Brito
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Correspondence to Mafalda Teles Roxo .

Editor information

Editors and Affiliations

  1. IÉSEG School of Management, Paris, France

    Felipe Pantoja

  2. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Shuang Wu

  3. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Nina Krey

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Roxo, M.T., Brito, P.Q. (2020). Augmented Reality: What Motivates Late Millennials towards Fashion Mobile Apps?. In: Pantoja, F., Wu, S., Krey, N. (eds) Enlightened Marketing in Challenging Times. AMSWMC 2019. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-42545-6_102

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