Uloga proširene stvarnosti u iskustvu kupovine kozmetičkih proizvoda

master's thesis

• Title (english): The role of augmented reality in the experience of buying cosmetic products
• Author: Nika Krpan
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Mirko Palić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Proširena stvarnost je imerzivna tehnologija koja integrira digitalne elemente s korisnikovom percepcijom stvarnog svijeta. Fizičko okruženje obogaćuje računalno generiranim informacijama te olakšava obavljanje svakodnevnih aktivnosti ljudi. Svoju primjenu pronalazi u sve većem broju područja, a jedno od njih je i kozmetička industrija. Glavna svrha ovog diplomskog rada bila je pružiti dublji uvid u primjenu proširene stvarnosti u kontekstu kozmetičke industrije kroz analizu primjene AR tehnologije na primjerima izabranih poduzeća. Cilj provedenog empirijskog istraživanja bio je procijeniti utjecaj AR tehnologije na iskustvo kupovine potrošača te dobiti dublji uvid u potrošačku percepciju i stavove o korištenju navedene tehnologije prilikom kupnje kozmetičkih proizvoda. Instrument istraživanja bila je anketa distribuirana na online način putem društvenih mreža, čijem je popunjavanju pristupilo 133 ispitanika. Od ukupnog broja ispitanika njih 42 je bilo adekvatno za ispunjavanje zadanih ciljeva iste.

Abstract (english)

Augmented reality is an immersive technology that integrates digital elements with the user's perception of the real world. The physical environment is enriched with computer-generated information, facilitating the performance of everyday activities. Its application is found in an increasing number of fields, one of which is the cosmetics industry. The main purpose of this thesis was to provide a deeper insight into the application of augmented reality in the context of the cosmetics industry through the analysis of AR technology use in selected companies. The aim of the conducted empirical research was to assess the impact of AR technology on the consumer shopping experience and to gain a deeper understanding of consumer perceptions and attitudes towards the use of this technology when purchasing cosmetic products. The research instrument was an online survey distributed via social media, completed by 133 respondents. Out of the total number of respondents, 42 were adequate for achieving the set goals of the study.

• Keywords: proširena stvarnost (AR); tehnologija; kozmetička industrija; kozmetički proizvodi; iskustvo kupovine
• Keywords (english): augmented reality (AR); technology; cosmetic industry; cosmetic products; shopping experience
• Language: croatian
• URN:NBN: urn:nbn:hr:148:243542
• 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: 2024-09-25 16:48:52