Iskustva potrošača pri korištenju proširene stvarnosti (AR) u online kupovini

master's thesis

• Title (english): The consumer experience when using augmented reality (AR) in online shopping
• Author: Lara Pešo
• Mentor: Dubravka Sinčić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Proširena stvarnost (AR) predstavlja tehnologiju koja omogućuje spajanje digitalnih elemenata s fizičkim svijetom. Na ovaj način stvara se nova mogućnost interakcije korisnika s tehnologijom te oblikuju napredna korisnička iskustva. U današnjem vremenu, primjena AR tehnologije je široko rasprostranjena i često se koristi na društvenim mrežama, u video igrama, vojsci, medicini i drugim područjima. Također, jedan od relativno novijih načina primjene AR tehnologije je u web trgovinama. Ovaj diplomski rad istražuje primjenu proširene stvarnosti kao alata za stvaranje inovativnog korisničkog iskustva u web trgovinama. Rad se fokusira na istraživanje kako primjena AR tehnologije utječe na ponašanje potrošača i unaprjeđuje njihovo korisničko iskustvo. Metodologija istraživanja uključuje analizu srodne literature i provedbu empirijskog istraživanja. Istraživanjem se prati percepcija korisnika o različitim aspektima koji utječu na korisničko iskustvo tijekom online kupovine putem AR tehnologije. Rezultati istraživanja ukazuju na to kako integracija proširene stvarnosti (AR) u sustave web trgovina može unaprijediti korisničko iskustvo tijekom kupnje određenih proizvoda, što također može unaprijediti web trgovine.

Abstract (english)

Augmented Reality (AR) is a technology that allows the merging of digital elements
with the physical world. This creates a new possibility for user interaction with technology
and shapes advanced user experiences. In today's time, the application of AR technology is
widespread and is often used in social media, video games, the military, medicine, and other
fields. Additionally, one of the relatively newer ways of applying AR technology is in online
stores. This thesis explores the application of augmented reality as a tool for creating
innovative user experiences in online stores. The research focuses on how the application of
AR technology affects consumer behavior and enhances their user experience. The research
methodology includes the analysis of related literature and the conduct of empirical research.
The study tracks users' perceptions of various aspects that influence the user experience
during online shopping through AR technology. The research results indicate that the
integration of augmented reality (AR) into online store systems can improve the user
experience during the purchase of certain products, which can also enhance online stores

• Keywords: Digitalni marketing; iskustvo potrošača; korisničko iskustvo; proširena stvarnost; online kupovina
• Keywords (english): Digital marketing; consumer experience; user experience; augmented reality; online shopping
• Language: croatian
• URN:NBN: urn:nbn:hr:148:374449
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-21 09:29:12