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The Effect of Augmented Reality on Consumers' Intention to Purchase Make-up Products in Online Retail Environments.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Effect of Augmented Reality on Consumers' Intention to Purchase Make-up Products in Online Retail Environments./
作者:	da Cruz, Mariana Malho.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	89 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-12, Section: B.
Contained By:	Dissertations Abstracts International83-12B.
標題:	Physiology. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29083789
ISBN:	9798819325490

The Effect of Augmented Reality on Consumers' Intention to Purchase Make-up Products in Online Retail Environments.
da Cruz, Mariana Malho.

The Effect of Augmented Reality on Consumers' Intention to Purchase Make-up Products in Online Retail Environments. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 89 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: B.

Thesis (M.Sc.)--Universidade Catolica Portugesa (Portugal), 2021.

This item must not be sold to any third party vendors.

The disruptive effect of technology on business models and consumers' behaviors has paved the way for revamping the retail industry. Conscious that brick-and-mortar channels are no longer sufficient to thrive in a hyper-connect and competitive marketplace, retailers are increasingly digitalizing their businesses by developing omnichannel strategies designed to target consumers throughout multiple decision-making journey touchpoints. For high-involvement product categories where meaningful sensorial product experiences are highly valued, the successful expansion to e-commerce platforms presents a challenge due to the channels' inability to provide sensorial experiences. The present dissertation aims to assess the effects of Augmented Reality (AR) technology as a strategy to simulate sensorial experiences in online retail environments contributing to deliver an enhanced service experience and to generate purchase intentions within the make-up industry. The research study conducted to assess the impact of AR on the industry's digitalization and its competitive advantage compared to the 2D product display strategy currently implemented by most retailers, illustrated a significant effect of AR on consumers' intentions to purchase make-up products in online retail channels. Thus, indicating the technology implementation's adequacy to surpass the online channels' sensorial (visual and touch) limitations. The significant effect of AR on service experience dimensions (hedonic and utilitarian value) and consumer psychological responses (decision comfort) demonstrates to be greater when compared to the one disrupted by the 2D strategy, leading the findings of this dissertation to be crucial to aid retailers in developing a competitive service experience approach.

ISBN: 9798819325490Subjects--Topical Terms:

518431
Physiology.

The Effect of Augmented Reality on Consumers' Intention to Purchase Make-up Products in Online Retail Environments.
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500 $a Source: Dissertations Abstracts International, Volume: 83-12, Section: B.
500 $a Advisor: Langaro, Daniela.
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520 $a The disruptive effect of technology on business models and consumers' behaviors has paved the way for revamping the retail industry. Conscious that brick-and-mortar channels are no longer sufficient to thrive in a hyper-connect and competitive marketplace, retailers are increasingly digitalizing their businesses by developing omnichannel strategies designed to target consumers throughout multiple decision-making journey touchpoints. For high-involvement product categories where meaningful sensorial product experiences are highly valued, the successful expansion to e-commerce platforms presents a challenge due to the channels' inability to provide sensorial experiences. The present dissertation aims to assess the effects of Augmented Reality (AR) technology as a strategy to simulate sensorial experiences in online retail environments contributing to deliver an enhanced service experience and to generate purchase intentions within the make-up industry. The research study conducted to assess the impact of AR on the industry's digitalization and its competitive advantage compared to the 2D product display strategy currently implemented by most retailers, illustrated a significant effect of AR on consumers' intentions to purchase make-up products in online retail channels. Thus, indicating the technology implementation's adequacy to surpass the online channels' sensorial (visual and touch) limitations. The significant effect of AR on service experience dimensions (hedonic and utilitarian value) and consumer psychological responses (decision comfort) demonstrates to be greater when compared to the one disrupted by the 2D strategy, leading the findings of this dissertation to be crucial to aid retailers in developing a competitive service experience approach.
520 $a O efeito disruptivo da tecnologia nos modelos de negocio e comportamento dos consumidores desencadeou a modernizacao da industria retalhista. Cientes que a presenca em canais tradicionais nao e ja suficiente para suceder num mercado altamente competitivo e conectado, as empresas retalhistas tem vindo a digitalizar a sua atividade desenvolvendo estrategias de omnichannel delineadas para impactar os consumidores durante todo o processo de decisao de compra. Para categorias de produtos de alto envolvimento, onde as experiencias sensoriais sao altamente valorizadas, a expansao para canais de venda online e comprometida pela incapacidade deste canal de as providenciar. A presente dissertacao pretende assim analisar o efeito da Realidade Aumentada (RA) como estrategia para simular experiencias sensoriais em canais digitais, contribuindo para melhorar a experiencia e aumentar a intencao de compra de produtos de maquilhagem. O estudo conduzido para avaliar o impacto da RA nesta industria e determinar a sua vantagem competitiva sobre as estrategias 2D atualmente implementas pela maioria dos retalhistas, ilustrou o efeito significativo da RA sobre a intencao dos consumidores de comprar produtos de maquilhagem em canais de venda online. Tal, demonstra assim a adequacao da RA para superar as limitacoes sensoriais (visuais e de tato) presentes nestes canais de venda. O efeito significativo da RA sobre as dimensoes de experiencia de compra (valor hedonico e utilitario) e respostas psicologicas dos consumidores (sensacao de conforto) demonstra ser maior do que o gerado pela estrategia 2D, reforcando a relevancia dos resultados obtidos para desenvolvimento de estrategias competitivas de experiencia de compra.
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