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Putting the 'AR' in Marketing : Utilizing Augmented Reality to Influence the Product Evaluations and Purchase Intention in the Online Shopping Context

Remmerden, Lukas van (2019) Putting the 'AR' in Marketing : Utilizing Augmented Reality to Influence the Product Evaluations and Purchase Intention in the Online Shopping Context.

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Abstract:As online shopping possibilities are constantly evolving, companies need to keep up with the pace of development. Augmented Reality offers possibilities for marketeers and their strategies by providing product simulations via smartphone cameras. This study aimed at exploring the benefits of AR in comparison to a conventional product website. Therefore, an experimental study was conducted in which 60 participants tested either a product website or the same website plus the addition of an AR-feature. Afterwards, purchase intention and product evaluations were measured using a questionnaire. The insights deriving from that suvey suggest that AR in fact increases a user's brand attitude, enjoyment, perceived usefulness, consumer informedness, product evaluation as well as purchase intention. This allows to draw the conclusion that adding Augmented Reality to the product marketing experience can positively influence a user's purchase intentions and product evaluations and thereby offer great potential for companies. The findings from this study emphasize the necessity of AR's implementation into marketing strategies.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78257
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