Characteristic features and implication of ar app on developing purchase intention and marketing strategy driving digital transformation: A case study on generation Z consumers in Ho Chi Minh city

Abstract

The usage of augmented reality (AR) in marketing and advertising campaigns is growing worldwide. Hence, companies need to engage in research and use of this technology in the process of designing their marketing plans in order to boost competitiveness in the market in the near future. The study's primary research objective is on the influence of marketing variables on perceptions and buy intentions of Gen Z consumers using AR apps through their purchasing experiences. The study's goal is to offer an analysis of how AR and its application have affected Gen Z consumers' purchasing intentions in Ho Chi Minh City. The survey also sheds light on how effective marketing plans that include AR technology are at the same time. This study set up a research model based on the SOR model. The data for study were collected through a survey questionnaire on the factors that affect purchase intention of Gen Z consumers by using AR apps in Ho Chi Minh City (N=333). Then, the data are used to test the reliability of scale; exploratory factor analysis (EFA); confirmatory factor analysis (CFA) and linear structural model SEM by specific tools SPSS and AMOS. According to research, the features of AR apps have a stimulating influence (S) on how customers build their hedonic purchasing motivations. In addition to the less significant effects of a few features of the AR app, hedonic buying incentive also plays a significant part in verifying the development of consumer purchase intention in the AR environment. The results of testing the reliability of the scale, the scale and the remaining 25 observed variables representing 7 factors are accepted. The results of the regression analysis show that the properties of the AR app stimulate the formation of hedonic shopping motivation, a key factor in confirming purchase intention