Antecedents of Purchase Decision-Making Among 'Phantom' Consumers in Augmented Reality Mobile Apps

Abstract

This study examined the influence of personalization, accessibility, and information supported by artificial intelligence on purchase decisions made through augmented reality stores and applications among “Phantom” Generation Z consumers residing in Puebla, Mexico. A quantitative, explanatory, and cross-sectional study was conducted with 148 participants aged 14 to 23, using an electronic survey. The results indicate that neither personalization nor accessibility affects purchase decisions in augmented reality stores or applications; only the information generated by artificial intelligence exerts a significant effect. These findings open new avenues for research to further explore the role of personalization and accessibility among highly technological consumers, as well as to incorporate additional constructs that enrich this line of inquiry.