Augmented Reality (AR) has recently gained the attention of both scholars and practitioners thanks to its ability to provide captivating and immersive experiences that lead users to fully engage in the proposed content. Despite the increasing use of AR by companies and individuals, there are still few empirical studies investi-gating its influence on consumer behaviour, therefore, the present study intends to analyse the different behaviours and attitudes of consumers during their pur-chasing process in front of AR technologies. To this end, an online questionnaire was submitted to individuals belonging to different generational cohorts, obtain-ing 337 responses. From the results it emerged that most of the sample expressed a more than positive opinion regarding the help that AR technologies could give to the consumer when he/she chooses and buys a product. Understanding the characteristics of the product, having a unique experience with it during the pur-chasing process and making choices with more awareness and fastness are some of the positive aspects that were identified by the respondents.
The influence of Augmented Reality on the consumer purchasing process
Murmura F.;Bravi L.;Pierli G.;Musso F.
2023
Abstract
Augmented Reality (AR) has recently gained the attention of both scholars and practitioners thanks to its ability to provide captivating and immersive experiences that lead users to fully engage in the proposed content. Despite the increasing use of AR by companies and individuals, there are still few empirical studies investi-gating its influence on consumer behaviour, therefore, the present study intends to analyse the different behaviours and attitudes of consumers during their pur-chasing process in front of AR technologies. To this end, an online questionnaire was submitted to individuals belonging to different generational cohorts, obtain-ing 337 responses. From the results it emerged that most of the sample expressed a more than positive opinion regarding the help that AR technologies could give to the consumer when he/she chooses and buys a product. Understanding the characteristics of the product, having a unique experience with it during the pur-chasing process and making choices with more awareness and fastness are some of the positive aspects that were identified by the respondents.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
