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Augmented Reality: What Motivates Late Millennials towards Fashion Mobile Apps?
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Augmented reality Mobile apps