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Authors
Advisor(s)
Abstract(s)
A realidade aumentada é uma tecnologia cada vez mais presente no nosso quotidiano e muitas
vezes sem termos essa percepção. Embora nalguns países se encontre num estado avançado
para a utilização do público em geral, Portugal não é um dos desses casos.
Nesta dissertação, é explorado o impacto que a realidade aumentada pode ter na satisfação dos
consumidores e na sua relação com as marcas e, por sua vez, como poderá influênciar a sua
intenção de compra. Foi criado e testado um modelo com o objetivo avaliar as diferentes
variáveis nesse impacto. O estudo tem como foco a indústria da moda, em especial a
possibilidade de experimentar os artigos através de uma camara de computador (com a
ferramenta try-on).
Para a avaliação do modelo, foi utilizado um modelo de equações estruturais e o método da
regressão parcial de mínimos quadrados.
Os resultados do estudo sugerem que a característica das aplicações que mais impacta a
satisfação do consumidor durante uma experiência de realidade aumentada é a Vivacidade.
Adicionalmente, o estudo demonstra que atingido o nível de satisfação, todas as dimensões
propostas de engagement são afetadas positivamente e, dessas dimensões aquela que mais
provoca intenção de compra e utilização de uma marca é a Ativação. Este estudo torna-se
numa adição de conhecimento para industria da moda em Portugal, baseado num teste
experimental, apresentando recomendações para as marcas poderem aproveitar o potencial da
tecnologia. Apresenta também um ponto de partida para novos estudos dentro desta temática
que aprofundem alguns dos temas apresentados.
Augmented reality is a technology increasingly present in our daily lives and very often the society does not have this perception. Although in some countries Augmented Reality is in an advanced stage of usage by the general public, Portugal is not one of those cases. Since this technology is in exponential development, it becomes increasingly relevant to deepen knowledge about it. This dissertation explores the impact that augmented reality can have on consumer satisfaction and on their relationship with brands and, in turn, how it can influence their purchase intention. A model was created and tested, based on academic literature, which aims to assess the different variables in this impact (interactivity, vividness and novelty). The study focuses on the fashion industry, namely the possibility of trying on items through a computer (with the try-on tool). The results of the study suggest that the application feature that most impacts consumer satisfaction during an augmented reality experience is vividness. Additionally, the study demonstrates that once the satisfaction level is reached, all the proposed dimensions of engagement are positively affected and, the one that most causes purchase intention and brand usage is the Activation dimension. This study becomes an adding knowledge to the field of augmented reality for the fashion industry in Portugal, based on an experimental test, and it presents recommendations for brands to take advantage of the technology's potential. Likewise, it also presents a starting point for new studies within this research area that deepen some of.
Augmented reality is a technology increasingly present in our daily lives and very often the society does not have this perception. Although in some countries Augmented Reality is in an advanced stage of usage by the general public, Portugal is not one of those cases. Since this technology is in exponential development, it becomes increasingly relevant to deepen knowledge about it. This dissertation explores the impact that augmented reality can have on consumer satisfaction and on their relationship with brands and, in turn, how it can influence their purchase intention. A model was created and tested, based on academic literature, which aims to assess the different variables in this impact (interactivity, vividness and novelty). The study focuses on the fashion industry, namely the possibility of trying on items through a computer (with the try-on tool). The results of the study suggest that the application feature that most impacts consumer satisfaction during an augmented reality experience is vividness. Additionally, the study demonstrates that once the satisfaction level is reached, all the proposed dimensions of engagement are positively affected and, the one that most causes purchase intention and brand usage is the Activation dimension. This study becomes an adding knowledge to the field of augmented reality for the fashion industry in Portugal, based on an experimental test, and it presents recommendations for brands to take advantage of the technology's potential. Likewise, it also presents a starting point for new studies within this research area that deepen some of.