Augmented reality (AR) provides a new format for retailers to connect with consumers. However, different consumer subgroups may have varying perceptions of AR as an integral technology within the retail experience. Since Millennials currently have an increasing disposable income, this study explores Millennials’ diverse perceptions of AR via Q methodology. Q methodology is a research approach that studies subjective viewpoints by having participants rank statements within a defined grid, which reveals shared patterns of perspective. To measure perceptions, participants were given a survey consisting of a Q sort with 14 statements that needed to be ranked from “strongly agree” to “strongly disagree” and open-ended questions about why they ranked the statements in a specific order. In response, five unique factors emerged from the Q analysis. Factor 1 demonstrated a gamified view of AR, Factor 2 focused on the utilitarian benefit of AR, Factor 3 highlighted the innovation and effectiveness of AR, Factor 4 shared how AR can be enjoyable and realistic, and Factor 5 found AR to be immersive but not interactive.
Jorgensen et al. (Wed,) studied this question.