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Combining Mass Customization and Augmented Reality and its effect on customer purchase intention : an online experiment.

Mensink, Dennis (2021) Combining Mass Customization and Augmented Reality and its effect on customer purchase intention : an online experiment.

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Abstract:Fundamental to further growth of the e-commerce market is the improvement of the online customer experience. Two trends that contribute to this are product customization to better fit customer needs at prices of mass-produced items (Mass Customization (MC)) and product visualization to support a customer during decision-making (Augmented Reality (AR)). This study investigates how combining the two will affect customers’ purchase intention. An online experiment is organized in which participants go through a virtual buying process where they customize their piece of metal wall art in terms of size, material and color. About half of the 103 participants had access to Augmented Reality to evaluate their creation. Quantitative data is collected through surveying in which participants express themselves in terms of perceived value and purchase intention. The results indicate that the availability of AR results in more convenience, more pleasure and a higher purchase intention. It is concluded that the current state of WebAR provides value to its users during the customization process, although there is more to be gained by improving visual quality. Whereas the current quality of an AR model is good enough for determining product size, the evaluation of material and color are not sufficiently supported yet. However, customers’ purchase intention is already positively affected with the presence of AR. The technology will absolutely improve the coming years which stresses the importance for (mass) customization companies to start with the development of an AR driven strategy or at least start experimenting with AR.
Item Type:Essay (Master)
Clients:
Cadchy, Weerselo, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/88185
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