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@article{199357,
        author = {Sahil raj and Sadhvika shinde and Vaibhavi thombare and Yashwant kamble},
        title = {A Comparative Study of the Impact of Augmented Reality Virtual Try-On Technology on Eyewear Purchase Behaviour among Millennials and Gen Z Consumers in Pune},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {15595-15608},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199357},
        abstract = {The rapid advancement of digital technologies has transformed the way consumers engage with online shopping, particularly in the eyewear industry. One of the most significant innovations is Augmented Reality (AR) virtual try-on technology, which enables users to visualize eyewear products on their faces in real time before making a purchase. This study aims to examine the impact of AR virtual try-on technology on consumer purchase behaviour and to comparatively analyse its influence on Millennials and Generation Z consumers in Pune. A descriptive research design has been adopted for the study, and primary data has been collected through a structured questionnaire administered to respondents belonging to both generational groups. The study focuses on key variables such as perceived usefulness, ease of use, visual appearance, and purchase confidence, which are considered critical in determining the effectiveness of AR technology in influencing buying decisions.
The research also seeks to identify whether there is a significant difference in how Millennials and Gen Z consumers perceive and respond to AR virtual try-on technology while purchasing eyewear online. Given that Gen Z consumers are more digitally inclined, it is expected that they may exhibit a higher level of acceptance and engagement with AR-based applications compared to Millennials. The findings of this study are expected to provide valuable insights for online eyewear retailers and marketers by highlighting generational preferences and behavioural patterns. This will enable businesses to design more personalized, user-friendly, and engaging AR-based shopping experiences. Furthermore, the study contributes to the existing literature by focusing on a specific product category and geographical location, thereby addressing the gap in comparative research on AR adoption among different generational cohorts in the Indian context.},
        keywords = {Augmented Reality (AR),Virtual Try-On Technology, Visual Appearance, Purchase Confidence, User Experience (UX), Interactive Shopping, Generation Z (Gen Z), Tech-Savvy Consumers, DigitalShopping Trends, Technology Adoption, Consumer Behaviour Analysis.},
        month = {April},
        }