AUGMENTED REALITY VIRTUAL FITTING ROOMS: GENERATIONAL DIFFERENCES IN TECHNOLOGY ACCEPTANCE: AN EXPERIMENTAL STUDY IN THE BRAZILIAN FASHION E-COMMERCE CONTEXT
DOI:
https://doi.org/10.56238/revgeov16n5-043Keywords:
Augmented Reality, Immersive Technologies, ARIT, TAM, Virtual Try-on, Technology Acceptance, Fashion RetailAbstract
E-commerce in Brazil has fostered the adoption of digital technologies that reduce uncertainties and enrich the consumer experience. Among them, Interactive Augmented Reality Technology (ARIT) stands out as a promising resource in fashion retail. This study analyzed the acceptance of ARIT in virtual eyewear try-on tools through an experiment with 154 participants, applying an extended Technology Acceptance Model (TAM) and complementary qualitative analysis. The results indicate that hedonic and informational factors exerted a stronger influence than traditional utilitarian variables. Perceived enjoyment emerged as the main determinant of attitude and perceived usefulness, while informativeness reinforced both utility perceptions and the hedonic experience. The qualitative analysis revealed generational differences, with Generation Z showing greater receptiveness to digital interaction. Only one-third of participants had previously used ARIT in online shopping, highlighting its emerging nature in Brazil. The findings support the relevance of an extended TAM in the ARIT context and point to managerial implications for increasing sales, reducing returns, and promoting sustainable practices in fashion retail.
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