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Enhancing consumers' purchase intention by augmented reality: The relationship between augmented reality and Swedish millennials’ online purchase intention of shopping goods
Högskolan Dalarna, Akademin Industri och samhälle, Företagsekonomi.
Högskolan Dalarna, Akademin Industri och samhälle, Företagsekonomi.
2018 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Aim

The aim of the study is to test the relationship between augmented reality and the Swedish millennials’ purchase intention of shopping goods.

Methods

A survey was distributed online to Swedish millennials (born between the years of 1982 and 2000). Non-probability sampling was conducted in order to collect primary data by making use of convenience and snowball sampling. A total amount of 408 valid responses were collected which were analysed by correlation, linear regression and moderation regression analyses.

Results

The variables related to augmented reality (product perception, risk perception, augmented reality experience, hedonic experience and utilitarian experience) were found to be significantly related to the consumers’ purchase intention. The relationship between product perception and purchase intention was found to be moderated by the online experience with augmented reality. However, no proof was found that perceived risk when shopping online is moderated by using augmented reality.

Conclusion

Augmented reality can be used as a tool to enhance the consumers’ perception of the offered product and therewith raise the online purchase intention of Swedish millennials for shopping goods. The efficiency and informative aspects that augmented reality can provide are especially appreciated. Therefore, this study can recommend online retailers to introduce an augmented reality strategy in order to raise Swedish millennials’ purchase intention of shopping goods and therewith increase the sales numbers.

Ort, förlag, år, upplaga, sidor
2018.
Nyckelord [en]
Augmented reality, purchase intention, online retail, e-commerce, Swedish millennials, shopping goods, consumer perception, online shopping experience
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:du-27921OAI: oai:DiVA.org:du-27921DiVA, id: diva2:1219178
Tillgänglig från: 2018-06-15 Skapad: 2018-06-15

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