IMPACTS OF AUGMENTED REALITY MARKETING ON GEN-Z FASHION CONSUMERS’ BEHAVIORAL INTENTION

Öz

Innovative technologies are significant for the textile and fashion industry. In this context, this research study focuses on understanding the impact of augmented reality (AR) technologies on Gen-Z fashion consumers’ behavioral intention by using a specific AR app. As a methodology, the present study utilized a questionnaire based on the UTAUT2 model, which was modified to incorporate a 5-point Likert Scale to gather essential research data. The questionnaire comprised twenty-three questions distributed across seven constructs. Using a sample of 310 male and female Gen-Z consumers, the findings indicate that perceived value (PV) positively influences their behavioral intention to use AR technology for fashion shopping. Findings indicate that the research model explained 75% of behavioral intention. All research results confirm the unified theory of acceptance and the use of the technology 2 model (UTAUT2) with its six dimensions. The perceived value (PV) dimension, added to the UTAUT2, has improved the model. In terms of its originality, this recent research study defines augmented reality technology's impacts on the behavioral intention of Gen-Z consumers by focusing on this specific group of users through an advanced AR application.

Anahtar Kelimeler

• Augmented Reality
• gen-z
• behavioral intention
• digital fashion
• fashion marketing

ARTIRILMIŞ GERÇEKLİK PAZARLAMASININ Z KUŞAĞI MODA TÜKETİCİLERİNİN DAVRANIŞSAL NİYETLERİ ÜZERİNDEKİ ETKİLERİ

Öz

Yenilikçi teknolojiler tekstil ve moda endüstrisi için büyük önem arz etmektedir. Bu bağlamda bu araştırma çalışması, belirli bir artırılmış gerçeklik (AR) uygulamasını kullanarak AR teknolojilerinin Z Kuşağı moda tüketicilerinin davranışsal niyetleri üzerindeki etkisini anlamayı amaçlamaktadır. Bu çalışma, araştırma verilerini toplamak amacıyla 5 puanlık Likert Ölçeği ile modifiye edilmiş olan UTAUT2 modeline dayalı bir anket kullanılmıştır. Anket, yedi yapı altında dağıtılmış yirmi üç sorudan oluşmaktadır. 310 erkek ve kadın Z Kuşağı tüketicisi örneklem kullanılarak yapılan bulgular, algılanan değer (PV) boyutunun, Z Kuşağı tüketicilerinin moda alışverişi için AR teknolojisini kullanma niyetlerini olumlu yönde etkilediğini göstermektedir. Bulgular, araştırma modelinin davranışsal niyetin %75'ini açıkladığını ortaya koymaktadır. Tüm araştırma sonuçlarıyla, teknoloji kabul ve kullanım birleştirilmiş modeli-2 (UTAUT2) altı boyutu ile doğrulanmıştır. UTAUT2 modeline eklenen algılanan değer (PV) boyutu, modeli iyileştirmiştir. Orijinallik açısından, bu araştırma çalışması, gelişmiş bir AR uygulaması aracılığıyla belirli bir kullanıcı grubu olan Z Kuşağı moda tüketicilerinin davranışsal niyetleri üzerindeki artırılmış gerçeklik teknolojisinin etkilerini tanımlamaktadır.

Anahtar Kelimeler

• Artırılmış Gerçeklik
• z kuşağı
• davranışsal niyet
• dijital moda
• moda pazarlaması

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