Roxo, Mafalda TelesBrito, Pedro Quelhas2021-04-122021-04-122020http://hdl.handle.net/10400.24/1542Generation 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.engAugmented realityMobile appsjournal article10.1007/978-3-030-42545-6_102