Chancen und Risiken von Augmented Reality Anwendungen im österreichischen In-Store Mid-Market Fashion Segment: Auswirkungen auf das Kundinnen- und Kundenverhalten der Generation Z

Abstract

The fast-paced digitalization and increasing competitive pressure are generating new challenges for fashion retail enterprises in the Austrian mid-market fashion segment. Since the Generation Z are tech-savvy and value-driven, they expect an engaging, seamless shopping experience that synergizes both online and offline environments. AR gives companies the opportunity to fulfil these expectations through an interactive and customized customer experience. This master’s thesis attempts to discover and explore the opportunities and threats of using AR applications inside physical fashion retail and at the same time study the effect that AR applications have on Generation Z's customer satisfaction and buying behaviour. Based on theoretical concepts such as the Technology Acceptance Model (TAM) and Customer Experience Management, a quantitative survey was carried out to analyse empirically the impact of AR on purchase decision and perceptions of related opportunities and risks. The results largely suggest that AR technology could enrich the shopping experience in a positive way and improve purchase intentions and brand loyalty, as long as the technologies are easy to use and data privacyrelated issues are addressed. It is worth mentioning that perceived usefulness and experienced enjoyment are the most significant motivators of AR acceptance. However, unresolved issues concerning data privacy and technological difficulty stand in the way and must be proactively dealt with by companies. This study fills a significant knowledge gap about AR use in Austria's stationary mid-market fashion market and provides useful advice for creating AR experiences that take ethics and economics into account.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Markus-Maximilian Eiselsberg (Supervisor) & René Riedl (Supervisor)