Empirical Study on Effects of Gratification on Continuous Usage Intention of AR Avatars in Smart Mirrors: Focus on Generation Z

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.