Gen Z, AR, and E-Commerce: Value, Barriers, and Behavior

This Audio Overview explores augmented reality (AR) in e-commerce, focusing on the satisfaction and shopping behaviors of Generation Z. It investigates how the hedonic and utilitarian benefits of AR features influence satisfaction and adoption intentions, while also considering psychological barriers such as privacy concerns and technological anxiety. The research, based on data from 836 Gen Z consumers, reveals that both types of benefits boost satisfaction, which in turn encourages AR adoption. Notably, the study reveals gender differences, with males being more driven by hedonic value and females by utility, providing actionable insights for AR-driven retail strategies.