Decoding Generation Z's habits: the augmented reality shift from gimmick to utility in omni-digital shopping

Abstract

Purpose Building on technology acceptance and learning transfer theories, this study aims to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing touchpoints for Generation Z (or Gen Z)'s apparel shopping, assessing how habitual augmented reality (AR) use in nonretailing contexts impacts Gen Z's motivations, acceptance and use of MAR shopping apps. Design/methodology/approach A total of 562 participants downloaded a footwear MAR app and completed a survey. Data were analyzed using confirmatory factor analysis and multivariate regression to explore moderated mediation effects. Findings The study reveals a paradigm shift: Gen Z's habitual use of AR in social media (e.g. Snapchat and TikTok face filters) significantly influences their intent to use MAR in shopping, overshadowing hedonic motivations. This marks a transition from AR as a gimmick to a practical utility in omnichannel touchpoints, with performance expectancy emerging as a critical mediator in adopting MAR for utilitarian purposes. Research limitations/implications This study highlights how Gen Z consumers’ tech habits influence their pragmatic view of MAR, urging re-exploration of the main constructs of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. Practical implications Findings suggest Gen Z values practicality over fun in MAR shopping apps, guiding marketers to emphasize tangible benefits for this demographic. Originality/value This research underscores the evolving perception of AR in retail among mobile natives, highlighting the shift from novelty to habitual utility. It offers strategic insights for integrating AR into omnichannel strategies, catering to the utilitarian expectations of Gen Z in the digital retail landscape.