![Sample our Computer Science journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5928/TOC-Subject-Sample-2021-Computer-Science.jpg"})
Abstract
Smart mirrors remain in the early stages of market formation and the expansion thereof exhibits limitations. To address this issue, avatars based on augmented reality (AR) of smart mirrors are attracting attention as an innovative retail marketing tool, with a focus on Generation Z customers who have large potential purchasing capabilities. However, no study has empirically identified the continuous usage intention of AR avatars for actual users. Hence, in this study, an empirical analysis was performed based on the uses and gratifications theory. A laboratory experiment that reflected an actual shopping scenario was implemented and a survey of 168 people from Generation Z was conducted. Consequently, important directions are suggested for system developers and marketers in the use of smart mirrors. Moreover, this study offers novel insights into identifying the continuous usage intention of AR avatar contents in smart mirrors.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Funding
Notes on contributors
Jeong Seop Hwang
Jeong Seop Hwang is a master’s student at the School of Business and Technology Management at Korea Advanced Institute of Science and Technology. He has conducted multiple behavioral studies with diverse quantitative methods. His research interest covers analytical modeling and empirical studies.
Eun Young Kim
Eun Young Kim is Professor in the Department of Clothing & Textiles at the Chungbuk National University, Republic of Korea. Her research interests include fashion marketing, retail technologies, and global branding with a focus on fashion goods.
Yoon Min Hwang
Yoon Min Hwang, is Associate Professor at School of Business, Chungbuk National University in Cheong Ju, Republic of Korea. His research interests focus on human–computer interaction, cognitive/emotional science, A.I. business model, and innovation ecosystem.