IMPLEMENTATION OF AUGMENTED REALITY IN ELECTRONIC COMMERCE OF FURNITURE

Tema ovog diplomskog rada je Primjena proširene stvarnosti u elektroničkoj maloprodaji namještaja. Elektronički način trgovanja danas je neizbježan način poslovanja koji nas okružuje na svakom koraku, preciznije elektronička maloprodaja. Svaka kompanija ima barem jedan model elektroničke maloprodaje koju koristi kao primarni ili alternativni kanal putem kojeg dolazi do kupaca, a sve to je omogućio razvoj Interneta i pratećih tehnologija. Proširena stvarnost je tehnologija putem koje se stvarni svijet proširuje dodatnim informacija u realnom vremenu i najčešći način pristupanja je putem kamere pametnog telefona. Kako je sama tehnologija napredovala od svog nastanka, osim za zabavu počela se uvoditi u komercijalne svrhe i sve više ulazi u trgovinsku djelatnost za koju postoji ogroman potencijal. Ovaj rad će se baviti primjenom takve tehnologije u maloprodaji namještaja elektroničkim putem, istražiti njen potencijal i prepoznatljivost kod kupaca. Svrha rada je istražiti i objasniti pozadinu elektroničke maloprodaje i tehnologiju proširene stvarnosti, kroz konkretne primjere iz prakse i analizirati stavove potrošača. U radu je provedeno istraživanje putem anketnog upitnika gdje su se utvrdila mišljenja ispitanika o elektroničkoj maloprodaji, njihova upoznatost sa pojmom proširene stvarnosti, stavovi prema konkretnim primjerima iz prakse i mišljenja o prednostima i nedostacima takve tehnologije u maloprodaji. Rezultati istraživanja pokazuju da većina ispitanika kupuje putem Interneta, približno 40% nisu nikada čuli za pojam proširene stvarnosti iako koriste aplikacije koje su bazirane na toj tehnologiji te smatraju da je najveća prednost proširene stvarnosti u maloprodaji bolje online iskustvo kupovanja, a nedostatak gubitak fizičkog dodira sa proizvodom i zabrinutost oko zaštite podataka i sigurnosti.The topic of this thesis is the Implementation of augmented reality in the electronic retail of furniture. E-commerce is an inevitable way of doing business today that surrounds us in every step of the way, more precisely electronic retailing. Each company has at least one model of electronic retail that it uses as a primary or alternative channel through which it reaches customers, all of which has been enabled by development of the Internet and associated technologies. Augmented reality is a technology through which the real world is expanded with additional real-time information and the most common way to access it is through a smartphone camera. As the technology itself has progressed since its inception, except for entertainment, it has been introduced in commercial purposes and it is increasingly entering in retail where it has a big potential. This paper will address the application of such technology in electronic furniture retail, exploring its potential and recognition from customers. The purpose of the paper is to explore and explain the background of electronic retail and augmented reality technology, through concrete case studies and to analyze consumer attitudes. The research was conducted through a survey questionnaire to determine the respondents' opinions about electronic retail, their familiarity with the augmented reality concept, attitudes towards concrete examples from practice and opinions about the advantages and disadvantages of such technology in retail. Survey results show that most respondents buy online, approximately 40% have never heard of augmented reality, although they use apps that are marketers of the technology, and believe that the greatest benefit of augmented reality in retail is a better online shopping experience while the lack of physical contact with product and concerns about data protection and security are the biggest deficiency of such techology