A Study of Swedish Eyewear Retailer's Smartphone-Based Augmented Reality Application

Applications of Augmented Reality (AR) have recently increased due to advances in technology and improved accessibility of smart devices. Nowadays shoppers can virtually try and interact with various products. This study examined the impacts that a smartphone-based AR application may have on the customer’s Product Purchase Intentions. A smartphone-based AR app launched by Nordic eyewear retailing leader Synsam is chosen for exposing respondents (N=103) to the AR experience, followed by an interviewer administered survey. Findings showed that AR technology impacts Product Purchase Intentions, where involved technology characteristics of importance include information about products (Product Information), virtual interaction with the product (Telepresence) and the enjoyment of using this technology (Hedonic Motivation), but not the commonly referred Perceived Ease of Use.From the Bachelor Thesis that Riad Samir Wakim, Lara Drak Al Sebai and Mira Miladinovic completed under Selcen Ozturkcan’ssupervision at the Jönköping University (Sweden) in May 2018. Available at http://hj.divaportal.org/smash/record.jsf?pid=diva2:1213918