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The Effect of Augmented Reality Technology on Online/Offline Purchase Intention in The Retail Industry

Pakand, Mehran | 2021

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 54822 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. Nowadays, different technologies help businesses in their various processes, especially marketing, so that their activities can be carried out in a better way.One of the emerging technologies that has come to the attention of retailers in recent years is augmented reality. With the help of this technology and only with a smartphone, a product can be viewed virtually and three-dimensionally in real space. There have been several studies on the effect of augmented reality technology on marketing processes and customers' shopping experience. Most of these studies have focused on the online shopping experience. This study examines how augmented reality technology, allows buyers to have more information about the product and the risks of buying it, and what impact it has on their intention to buy, both online and offline shopping experiences in the retail industry. To examine the relationships between the mentioned variables, a questionnaire was distributed among 249 people and the data were analyzed using structural equation method. In this research, users were divided into buyers with the intention of buying online or offline, and different analyzes were performed on them. One of the most important results of this research is that the more information a buyer has about a product, the more they intend to buy them. Another important result of this research is that augmented reality technology alone cannot reduce the risks of product purchase for customers and should be resorted to other solutions in addition to augmented reality
  9. Keywords:
  10. Technology ; Augmented Reality ; Product Specifications ; Retail Operation ; Customer Buying Intention ; Product Purchase Risks ; Electronic Shopping

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