Abstract
This research applies expectation confirmation theory to examine Generation Z's (Gen Z's) experiences with augmented reality shopping, addressing a critical gap in understanding how this generation forms and evaluates meaning from AR encounters. Despite AR's rapid growth, research overlooks Gen Z's unique technological socialisation and expectation-performance dynamics, particularly in African markets where the phenomenon remains unexplored. Through interpretive phenomenological analysis of 16 online interviews with South African Gen Z consumers, the study employed iterative interpretation to identify core patterns and synthesise a comprehensive narrative. Findings reveal that satisfaction emerges not from high performance alone, but from positive disconfirmation, when realistic execution exceeds socially shaped expectations. This triggers permanent standard elevation, transforming AR from a delightful feature into a baseline requirement. The research indicates that a positive AR experience can permanently elevate Gen Z's expectations, while poor execution can lead to irreversible rejection. Thus, marketers must prioritise flawless technical execution and seamless purchase integration over aggressive promotion. This study addresses the underrepresentation of African markets in AR shopping literature, which predominantly focuses on Western developed markets or Chinese contexts, despite Africa's rapid mobile penetration.