E-commerce is a popular buzzword in the modern era. The development and widespread use of e-commerce technologies and websites have transformed business models. However, one problem in E-commerce is conversions. Around 77.3% of shoppers leave their carts empty before making a purchase. This is due to the inability to see and test out the products physically. In this situation, customers can benefit from augmented reality (AR) solutions that simulate the experience of physical interaction and give them a sense of how a product looks and feels. This study aims to determine whether the customer's perceived ease of use, immersive experience, hedonic motivation, and innovativeness can influence their patronage intention toward augmented brand fashion. It also unveils the perspective of rural customers (Generation Z) towards the various features of MAR apps for fashion brands.

The sample size for the study was 673. The participants are primarily from the Bengaluru Rural District. All items of the constructed scale were measured using a five-point Likert scale. The statistical tool SmartPLS was used to develop structural equation modeling. It was found that the Perceived Ease of Use, Immersive experience, hedonic motivation, and innovativeness of the customer have a positive and significant influence on Patronage intention towards the augmented fashion brand. Our study offers helpful guidelines for fashion-related brands for creating consumer-driven augmented reality applications that meet the interests and preferences of young consumers.