The Impact of Augmented Reality (AR) Technology on Online Purchase Intention: Differences Between Generation Z and Millennials in Hanoi When Shopping for Cosmetic Products
Authors: Ha NGUYEN- VAN; Thuy Luong Thanh; Hai-Anh Nguyen; Yen LE-THI- HAI; Huong HOANG- LAN; Linh NGUYEN- NGOC
Journal: Journal of Management Research and Review (JMRR)
Published: 2026-04-11 · Volume 2, Issue 04, pp. 158-163
DOI: 10.65150/EP-jmrr/V2E4/2026-01
Abstract
The present study evaluates the impact of augmented reality (AR) technology on online purchase intent in the cosmetics industry. At the same time, the study analyzes the differences in perceptions and attitudes between Gen Z and Millennials in Hanoi. The research integrates both qualitative and quan