Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Human Environmental Sciences

Degree Level

Undergraduate

Department

Apparel Merchandising and Product Development

Advisor/Mentor

Cheramie, Lance

Committee Member

Robinson, Samantha

Second Committee Member

Campbell, Gina

Abstract

As technology continues to evolve, augmented reality (AR) has become increasingly common within the retail and fashion industries. This study explored Gen Z consumers’ perceptions of immersive AR shopping experiences through Walmart Unlimited, an interactive digital shopping platform. The purpose of this research was to better understand how younger consumers respond to AR-enhanced shopping environments and whether these technologies influence attitudes toward convenience, engagement, and sustainability in retail.

A quantitative research design was used for this study. Participants completed the Walmart Unlimited shopping experience and then responded to a Qualtrics survey measuring areas such as immersion, satisfaction, ease of use, perceived usefulness, purchase intention, and sustainability perception. A total of 140 participants, primarily Apparel Merchandising and Product Development (AMPD) students, participated in the study. Descriptive statistics were used to analyze trends and overall participant responses.

Overall, participants responded positively to the AR experience. The highest scores were related to enjoyment, immersion, and ease of use, suggesting that participants found the platform interactive and engaging. However, purchase intention scores were lower, indicating that while participants enjoyed the experience, it did not always directly influence buying behavior. Moderate concerns related to trust, privacy, and product accuracy were also identified.

The findings suggest that immersive AR technologies have strong potential within the future of fashion retail by creating more engaging and personalized shopping experiences. At the same time, retailers must continue improving these technologies to address consumer concerns and encourage broader adoption.

Keywords

Walmart Unlimited; Immersion; Augmented Reality; Gamification; Retail Industry

Download

Share

COinS