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Augmented reality in online shopping

How can augmented reality transform the ecommerce industry

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Augmented reality in online shopping

How can augmented reality transform the ecommerce industry

Rechten:

Samenvatting

Introduction: Augmented reality enriches online shopping with a new virtual aspect that offers customers the ability to try a product before purchasing it online. It superimposes digital information onto the physical environment which opens up opportunities for businesses involved in eCommerce (Sharma, 2018). Businesses will have the ability to give customers a completely new experience and interactivity during online shopping.

Objective: Presenting customers with the power of trying virtual products without going to ‘real’ stores creates interesting opportunities and can give a solution to the high abandoning of online shopping carts (87%) (formisimo, 2016). Although augmented reality is an emerging technology in eCommerce, it is still in its infancy. Little is known about how it can influence the customer experience and potentially decrease the abandoning of online shopping carts.

Methods: This dissertation quantitively addresses the customer experience of 43 participants who completed a structured interview after experimenting with both of the shopping-oriented applications used for the purpose of this research (Ikea Place and SneakerKit). Millennials, and especially Generation Y, were chosen as an appropriate sample group to discover the effects augmented reality has on the customer experience divided into three variables: sensory, emotional and social experience.

Results: The applications using augmented reality were perceived more enjoyable than regular online shopping, it gave customers a better visualization of the products and it evoked a higher purchase intention due to an enhanced customer experience and perspective towards the product and an online store. However, participants agreed that the social experience was just slightly improving which could be enhanced by more personalisation options within augmented reality technologies.

Conclusion: This allows to conclude that adding augmented reality to a customer’s journey in online shopping can positively influence a customer’s product visualization and purchase intention. However, further research and statistical tests need to be conducted to fully utilize the potential of augmented reality in online shopping.

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OrganisatieDe Haagse Hogeschool
OpleidingMO Europese Studies / European Studies
AfdelingFaculteit Management & Organisatie
Datum2020-01-07
TypeBachelor
TaalEngels

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