Impact of Augmented Reality on Generation Z's Purchasing Intention

Behavior Analysis in a Digital Environment

Authors

DOI:

https://doi.org/10.62161/revvisual.v17.5938

Keywords:

Augmentes reality, Purchase intention, Generation Z, E-commerce, Consumer experience, Digital marketing, Inmersive technology

Abstract

Augmented reality, as a tool in digital marketing, enhances the shopping experience. This research examines how augmented reality influences the behaviour and purchase intention of Generation Z in e-commerce. An augmented reality tool was developed for the online purchase of glasses, evaluating its impact on 105 young users. The study employed a quantitative, descriptive, and cross-sectional method. The results reveal that, although there is interest in using these tools, young users do not significantly increase their purchase intention for a product through their use.

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Published

2025-09-20

How to Cite

Gil Ibáñez, M., Sans Serrano, A., Lavandeira Menedo, Y., & LLorens Plana, M. (2025). Impact of Augmented Reality on Generation Z’s Purchasing Intention: Behavior Analysis in a Digital Environment. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(5), 17–29. https://doi.org/10.62161/revvisual.v17.5938

Issue

Vol. 17 No. 5 (2025)

Section

Research articles

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