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The Influence of Augmented Reality on Purchase Intention Among South African Gen Z: Retailing Perspective



Author(s)

Melusi Makhoba

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DOI:10.17265/2328-2185/2026.02.001

University of Johannesburg, Johannesburg, South Africa

Purpose: This research investigates the impact of Augmented Reality (AR) on the purchase intentions among South African Generation Z consumers within the retail industry. AR technology, which overlays digital content onto the physical world, transforms the retail experience by offering immersive product interactions. This study explores how perceived usefulness, ease of use, and attitudes towards AR influence purchase intentions among Gen Z, a tech-savvy demographic highly responsive to digital innovation. Using the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) as guiding frameworks, the research examines AR’s role in enhancing the retail experience, thereby shaping consumer behaviour. Design/methodology/approach: The study employed a quantitative research approach and utilised non-probability sampling. A representative sample of 221 participants was chosen from a population of 27.5 million Gen Z’s. Convenience sampling methods was employed. The data collection process involved the utilisation of structured questionnaires, while the subsequent data analysis was conducted using SPSS Version 28. Findings: Usefulness, attitude, ease of use and skill are statistically (p < 0.05) relevant to purchase intention. Furthermore, attitude (β = 0.412) is the strongest predictor of purchase intention, followed by usefulness (β = 0.306) while ease of use is the weakest predictor of purchase intention.

augmented reality, generation Z, technology acceptance model, theory of planner behaviour