Percorrer por autor "Santulli, Michaela"
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- The influence of augmented reality on consumers’ online purchase intention : the Sephora Virtual Artist casePublication . Santulli, Michaela; Crispim, NunoThe advent of digitalization lead to the change of many business models and it has had a particular impact on retail. Indeed, brands are experimenting new ways to respond to consumers’ needs, blurring digital and physical experiences. An answer to this is Augmented Reality (AR) and it can be implemented in companies’ online platforms. This dissertation relies on studying this phenomenon through Sephora Virtual Artist, an e-commerce platform with AR features launched by the company. This research analyses if this technology can contribute to an e-commerce business in the cosmetic industry, through an experimental design comparing consumers’ responses to the Sephora 2D traditional website to Sephora Virtual Artist. From the outcome of the study, it was possible to affirm that AR could be a successful strategy for beauty companies that want to increment the performances of their online channels. Moreover, the main drivers of Online Purchase Intention were identified, and a specific target as well. The collected data might contribute for companies of the beauty industry whether to decide or not to invest in Augmented Reality and how to implement it. Moreover, it might also help brand managers communicating in the right way, to the right target and on the right channel.