Augmented and Virtual Reality as Experiential Retail Strategy: Social Responsibility Knowledge, Concern, and Purchase Intention Among Gen Z
  1. Open Access Kent State
  2. Conferences & Events
  3. Undergraduate Research Symposium
  4. 2020 - Kent State University Undergraduate Symposium on Research, Scholarship and Creative Activity
  5. Fashion Merchandising
  6. Augmented and Virtual Reality as Experiential Retail Strategy: Social Responsibility Knowledge, Concern, and Purchase Intention Among Gen Z
Author(s)
Abstract
The purpose of this research is to understand how knowledge of Fair Trade creates a sense of social responsibility concern which would lead to purchase intention; while being moderated with the use and perception of Virtual (VR) and/ or Augmented Reality (AR). An online survey of 214 Gen Z respondents was conducted through an online survey in order to understand participants thoughts and familiarity with AR/VR. After the data was collected a hierarchical regression using SPSS 24.0 was run to understand the relationship between each variable of the study leading to purchase intention. A majority of respondents were female and 18 years old with 78.0% indicating that they would use AR/VR to enhance their shopping experience. It was found that knowledge on Fair Trade is not significant on purchase intention and neither the perception of AR/VR. However, it was found that social responsibility concern and use of AR/VR is significant on purchase intention. Overall, it was found that AR and VR are tools this generation is willing to use within their shopping experience. Particularly, when it comes to fair trade and social responsibility, this group is looking forward to being educated on the topics. Utilizing AR/VR in the shopping experience in store or online should be of high consideration of retailers wanting to create empathy in how clothes were made. Academics should focus more on how this type of experience could be created and marketed as a form of experiential retailing.
Format
Conference Proceeding
Contributor(s)
Faculty Mentor
Lauren Copeland
Modified Abstract

This research aims to understand how knowledge of Fair Trade creates a sense of social responsibility concern leading to purchase intention; while being moderated with the use and perception of Virtual (VR) and/ or Augmented Reality (AR). It was found that social responsibility concern and use of AR/VR is significant on purchase intention but knowledge is not. Overall, it was found that AR/VR are tools this generation is willing to use within their shopping experience. Particularly, when it comes to fair trade and social responsibility, this group is looking forward to being educated on the topics. Utilizing AR/VR in the shopping experience in store or online should be of high consideration of retailers wanting to create empathy in how clothes were made.