Journal of Management Research and Review (JMRR) · Research article · Open access

The Impact of Augmented Reality (AR) Technology on Online Purchase Intention: Differences Between Generation Z and Millennials in Hanoi When Shopping for Cosmetic Products

Ha NGUYEN- VAN, Thuy Luong Thanh, Hai-Anh Nguyen, Yen LE-THI- HAI, Huong HOANG- LAN, Linh NGUYEN- NGOC

11 April 2026 · Vol. 2, Issue 4, pp. 158-163

DOI: 10.65150/EP-jmrr/V2E4/2026-01

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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 quantitative methodologies. The authors conducted direct surveys with two groups of participants, Gen Z and Millennials in Hanoi, who had prior experience using AR in cosmetic shopping. A total of 520 questionnaires were obtained from the survey, of which 475 valid responses were used for analysis. The SEM model was employed to analyze the collected data. The results of the study show that factors related to AR technology all positively influence intermediate variables and online purchase intent. Specifically, the perception of usefulness and ease of use has a positive effect on customer trust. Beliefs positively impact attitudes, and attitudes have a drive to purchase intentions. Factors such as interactivity, intuitiveness, and personalization of AR technology all contribute to improving consumers' awareness of product value and experience. The results also showed differences between the two groups of customers, with the impact of interactivity on sensory experience stronger among Millennials, while personalization had a greater impact on Gen Z. These findings offer important managerial implications for businesses in optimizing the use of AR technology in marketing, enhancing customer experience, fostering online purchase intention.

Keywords: Augmented Reality (AR), Online Purchase Intention, Gen Z, Millennials

Ha NGUYEN- VAN, Thuy Luong Thanh, Hai-Anh Nguyen, Yen LE-THI- HAI, Huong HOANG- LAN, & Linh NGUYEN- NGOC (2026). The Impact of Augmented Reality (AR) Technology on Online Purchase Intention: Differences Between Generation Z and Millennials in Hanoi When Shopping for Cosmetic Products. Journal of Management Research and Review, 2(4), 158-163. https://doi.org/10.65150/EP-jmrr/V2E4/2026-01

@article{Ha2026,
  title   = {The Impact of Augmented Reality (AR) Technology on Online Purchase Intention: Differences Between Generation Z and Millennials in Hanoi When Shopping for Cosmetic Products},
  author  = {Ha NGUYEN- VAN and Thuy Luong Thanh and Hai-Anh Nguyen and Yen LE-THI- HAI and Huong HOANG- LAN and Linh NGUYEN- NGOC},
  journal = {Journal of Management Research and Review},
  year    = {2026},
  volume  = {2},
  number  = {4},
  pages   = {158-163},
  doi     = {10.65150/EP-jmrr/V2E4/2026-01},
  url     = {https://doi.org/10.65150/EP-jmrr/V2E4/2026-01}
}

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