This study examines the impact of augmented reality (AR) technological attributes on the online purchase intention of Generation Z consumers in Vietnam, with the mediating roles of attitude and perceived value. Based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT), the study focuses on four key factors: perceived usefulness, perceived ease of use, interactivity, and trialability. Data were collected from 500 Gen Z respondents in Vietnam and analyzed using PLS-SEM. The results show that all four AR attributes positively influence both attitude and perceived value. In addition, attitude and perceived value significantly affect online purchase intention, with perceived value being the strongest predictor. The findings highlight the importance of enhancing AR features to improve consumer experience and increase purchase intention in online shopping environments.

Keywords: Augmented Reality, Online Purchase Intention, Generation Z, Attitude, Perceived Value, Perceived Usefulness, Perceived Ease of Use, Interactivity, Trialability.