Technology acceptance in innovation of augmented reality and purchase intention among generation Z in fashion industry

Chua, Yik Wei (2024) Technology acceptance in innovation of augmented reality and purchase intention among generation Z in fashion industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The rapid growth of technology has significantly influenced various industries, including the fashion industry. Augmented Reality (AR) has emerged as a promising innovation, providing immersive and interactive experiences for consumers. In physical stores, customers often do not engage deeply with products, limiting sales opportunities. Traditional marketing struggles to capture the attention of tech-savvy consumers, especially the younger demographic. This research explores the relationship between technology acceptance and purchase intention among Generation Z in the fashion industry, specifically focusing on the adoption of AR technology. Generation Z, known for its digital nativism and unique preferences, plays a crucial role in shaping consumer behavior. Using a quantitative survey method with 154 respondents, the study applies the Technology Acceptance Model (TAM) to examine factors affecting Generation Z's acceptance of AR in fashion. The perceived usefulness, ease of use, and enjoyment of technology will be measured and analyzed to assess their impact on the intention to purchase fashion products. The research aims to contribute to existing knowledge by exploring the role of technology acceptance in AR adoption within the fashion industry. Findings indicate that perceived usefulness has a minimal impact on purchase intention. However, perceived enjoyment and ease of use positively relate to purchase intention, challenging traditional assumptions. Theoretical implications highlight these influences, while practical ones suggest integrating AR features for engaging experiences aligned with Generation Z preferences. The study underscores the importance of user-friendly AR interfaces in aesthetically-driven industries, emphasizing the positive link between ease of use and purchase intention. However, there are limitations, including a focus on Melaka, industry-specific influences, survey biases, and limited ethical examination. Therefore, the study recommends future research to broaden the scope, adopt mixed methods, and address privacy concerns. Insights can guide fashion businesses, designers, and marketers in developing strategies for consumer engagement and increased sales.

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