Is augmented reality going to bridge the gap between online and physical stores?

Detalhes bibliográficos
Autor(a) principal: Nunes, Francisco de Almeida Gaspar Freixo
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/21593
Resumo: The first appearance of Augmented Reality (AR), a technology that mixes the real and virtual world through a device, goes back to 1968. An increasingly impact of digitalization in our society lead to the change of many business models and it has had an impact on retail. Retailers are now experimenting new ways to meet customer needs and expectations to remain competitive in the digital environment. Market pressure lead companies to invest more in technologies such as AR to improve their websites and platforms and work as a differentiation. This thesis seeks to investigate the impact of AR, through different devices, in bridging the gap between online and physical stores, since consumers are not able to experiment a product before buying it online. Through an online survey, it was possible to affirm that AR is a successful strategy to increment online performances even though the willingness to buy strictly online and purchase intention weren't directly affected by AR. Only a product's perceived informativeness increase due to the technology usage. Also, in fashion shopping the smart mirror had the best user acceptance and in furniture shopping the smartphone app took the lead. Thus, AR is able to bridge the gap between online and physical stores, according to the study, and the collected data might help companies to reevaluate their next steps, especially in the fashion and furniture industry, to remain competitive in the digital world.
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spelling Is augmented reality going to bridge the gap between online and physical stores?Augmented RealityWillingness to buyPurchase intentionPerceived informativenessDigital worldOnline storesRealidade aumentadaPropensão de compraIntenção de compraInformação percebidaMundo digitalLojas onlineThe first appearance of Augmented Reality (AR), a technology that mixes the real and virtual world through a device, goes back to 1968. An increasingly impact of digitalization in our society lead to the change of many business models and it has had an impact on retail. Retailers are now experimenting new ways to meet customer needs and expectations to remain competitive in the digital environment. Market pressure lead companies to invest more in technologies such as AR to improve their websites and platforms and work as a differentiation. This thesis seeks to investigate the impact of AR, through different devices, in bridging the gap between online and physical stores, since consumers are not able to experiment a product before buying it online. Through an online survey, it was possible to affirm that AR is a successful strategy to increment online performances even though the willingness to buy strictly online and purchase intention weren't directly affected by AR. Only a product's perceived informativeness increase due to the technology usage. Also, in fashion shopping the smart mirror had the best user acceptance and in furniture shopping the smartphone app took the lead. Thus, AR is able to bridge the gap between online and physical stores, according to the study, and the collected data might help companies to reevaluate their next steps, especially in the fashion and furniture industry, to remain competitive in the digital world.Realidade Aumentada (RA), uma tecnologia que mistura o mundo real com o mundo virtual através de um dispositivo remonta a 1968. O aumento da digitalização na nossa sociedade levou a uma mudança de muitos modelos de negócio no mercado retalhista. Retalhistas estão agora experimentando novas formas de corresponder as necessidades do consumidor para se manterem competitivas no mundo digital. A pressão do mercado tem levado empresas a investir em tecnologias como a RA para melhorar as suas plataformas, como fator diferenciador. A presente tese procura investigar o impacto da realidade aumentada, através de diferentes dispositivos, em diminuir o fosso entre as lojas físicas e "online", uma vez que os consumidores não podem experimentar um produto, numa loja "online", antes de o comprarem. Num questionário "online", foi possível afirmar que a realidade aumentada é uma estratégia de sucesso "online" apesar da propensão de compra estritamente "online" e a intenção de compra não terem sido afetadas pelo uso da realidade aumentada. Apenas a informação percebida do produto aumentou devido ao uso da tecnologia. Além disso, o espelho inteligente teve a melhor aceitação por parte do utilizador na compra de produtos de moda e na compra de mobiliário a aplicação móvel assumiu a liderança. Assim, a RA é capaz de tapar o fosso entre as lojas físicas e "online", de acordo com o estudo, os dados recolhidos poderão ajudar empresas a reavaliar os seus próximos passos, especialmente na indústria de mobiliário e moda, para se manterem competitivas no mundo digital.2021-01-27T15:01:10Z2020-11-26T00:00:00Z2020-11-262020-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21593TID:202574261engNunes, Francisco de Almeida Gaspar Freixoinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:39:59Zoai:repositorio.iscte-iul.pt:10071/21593Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:18:28.091697Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Is augmented reality going to bridge the gap between online and physical stores?
title Is augmented reality going to bridge the gap between online and physical stores?
spellingShingle Is augmented reality going to bridge the gap between online and physical stores?
Nunes, Francisco de Almeida Gaspar Freixo
Augmented Reality
Willingness to buy
Purchase intention
Perceived informativeness
Digital world
Online stores
Realidade aumentada
Propensão de compra
Intenção de compra
Informação percebida
Mundo digital
Lojas online
title_short Is augmented reality going to bridge the gap between online and physical stores?
title_full Is augmented reality going to bridge the gap between online and physical stores?
title_fullStr Is augmented reality going to bridge the gap between online and physical stores?
title_full_unstemmed Is augmented reality going to bridge the gap between online and physical stores?
title_sort Is augmented reality going to bridge the gap between online and physical stores?
author Nunes, Francisco de Almeida Gaspar Freixo
author_facet Nunes, Francisco de Almeida Gaspar Freixo
author_role author
dc.contributor.author.fl_str_mv Nunes, Francisco de Almeida Gaspar Freixo
dc.subject.por.fl_str_mv Augmented Reality
Willingness to buy
Purchase intention
Perceived informativeness
Digital world
Online stores
Realidade aumentada
Propensão de compra
Intenção de compra
Informação percebida
Mundo digital
Lojas online
topic Augmented Reality
Willingness to buy
Purchase intention
Perceived informativeness
Digital world
Online stores
Realidade aumentada
Propensão de compra
Intenção de compra
Informação percebida
Mundo digital
Lojas online
description The first appearance of Augmented Reality (AR), a technology that mixes the real and virtual world through a device, goes back to 1968. An increasingly impact of digitalization in our society lead to the change of many business models and it has had an impact on retail. Retailers are now experimenting new ways to meet customer needs and expectations to remain competitive in the digital environment. Market pressure lead companies to invest more in technologies such as AR to improve their websites and platforms and work as a differentiation. This thesis seeks to investigate the impact of AR, through different devices, in bridging the gap between online and physical stores, since consumers are not able to experiment a product before buying it online. Through an online survey, it was possible to affirm that AR is a successful strategy to increment online performances even though the willingness to buy strictly online and purchase intention weren't directly affected by AR. Only a product's perceived informativeness increase due to the technology usage. Also, in fashion shopping the smart mirror had the best user acceptance and in furniture shopping the smartphone app took the lead. Thus, AR is able to bridge the gap between online and physical stores, according to the study, and the collected data might help companies to reevaluate their next steps, especially in the fashion and furniture industry, to remain competitive in the digital world.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-26T00:00:00Z
2020-11-26
2020-09
2021-01-27T15:01:10Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/21593
TID:202574261
url http://hdl.handle.net/10071/21593
identifier_str_mv TID:202574261
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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