USER RETENTION IN VR VS AR: A STUDY OF SIGNIFICANT BEHAVIORAL DIFFERENCES
DOI:
https://doi.org/10.1234/aira.v3i1.65Keywords:
virtual reality, augmented reality, consumer behavior, Generation Z, purchase intentionAbstract
This study investigates the impact of multiple marketing strategies on consumer purchase intention within virtual reality (VR) and augmented reality (AR) platforms, focusing on enhancing user engagement among Generation Z consumers. In today’s digital landscape, the integration of immersive technologies in marketing represents a significant advancement with implications for user retention and commercial outcomes. The research addresses a gap in understanding the nuanced effects of combining various marketing elements, such as content quality, promotional tactics, and influencer engagement, on purchase intentions in VR and AR contexts. A quantitative correlational approach was employed, gathering data from 100 Generation Z consumers through a structured questionnaire utilizing a 5-point Likert scale. The statistical analyses were conducted using SPSS version 26, featuring validity testing (r > 0.195), reliability testing (Cronbach's Alpha > 0.70), and classical assumption tests to confirm the robustness of the dataset. Multiple regression analysis yielded significant results for the impact of each independent variable: Content Quality (t = 4.156, p < 0.001), Special Promotions (t = 3.015, p < 0.005), Influencer Marketing (t = 5.235, p < 0.001), Viral Marketing (t = 3.422, p < 0.005), and Livestreaming (t = 3.122, p < 0.005). The overall model significance was confirmed with F = 12.346 > F-table (2.31). This research contributes to theoretical understanding within the realm of social commerce, providing unique market insights into consumer behavior. Practical implications suggest actionable strategies for businesses enhancing user purchase intention through targeted marketing approaches. This study lays the groundwork for future research addressing evolving trends in immersive technology marketing.
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