Uloga proširene stvarnosti prilikom kupovine modnih proizvoda u mobilnim aplikacijama

graduate thesis

• Title (english): The role of augmented reality in purchasing fashion product through mobile applications
• Author: Sandra Črnjević
• Mentor: Sandra Horvat (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-10-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj diplomskog rada bio je istražiti ulogu proširene stvarnosti prilikom kupovine modnih proizvoda putem mobilnih aplikacija, konkretnije percipiranu korisnost, jednostavnost korištenja te percipirani užitak korištenja. Nadalje, cilj je bio istražiti prednosti i izazove proširene stvarnosti u mobilnim aplikacijama. Mobilne aplikacije omogućuju potrošačima praktičan pristup različitim sadržajima i uslugama putem mobilnih uređaja, što rezultira personaliziranim iskustvom. Osim toga, mobilne aplikacije pružaju bolju izvedbu i brzinu, često su optimizirane za mobilne uređaje, iskorištavajući različite funkcije i mogućnosti uređaja, uključujući proširenu stvarnost (AR) kao i virtualnu stvarnost (VR) te omogućuju offline pristup u određenim situacijama. Proširena stvarnost (AR) razvijala se kroz desetljeća, a pojavom i razvojem pametnih uređaja omogućila je masovno usvajanje na tržištu. Proširena stvarnost postala je ključna komponenta mobilnih aplikacija u modnoj industriji, omogućavajući potrošačima potpuno nov način interakcije s modnim proizvodima. Za korištenje proširene stvarnosti potrošačima su bitne percipirana korisnost, percipirana jednostavnost korištenja te percipirani užitak korištenja. No, u kontekstu hrvatskih potrošača još je uvijek nepoznato kakva je uloga proširene stvarnosti prilikom kupovine modnih proizvoda u modnim aplikacijama. Stoga, provedeno je primarno istraživanje uloge proširene stvarnosti prilikom kupovine modnih proizvoda putem modnih mobilnih aplikacija na namjernom, prigodnom uzorku od 134 ispitanika, korisnika mobilnih modnih aplikacija. Rezultati su otkrili kako malo više od polovice ispitanika ne koristi proširenu stvarnost pri odabiru modnih proizvoda u mobilnim aplikacijama. Ispitanici su često zabrinuti za svoju sigurnost koja vodi k slabijem korištenju dodatnih mogućnosti koje mobilne aplikacije pružaju.

Abstract (english)

The aim of the thesis was to investigate the role of augmented reality when purchasing fashion products through mobile applications, more specifically perceived usefulness, perceived ease of use and perceived enjoyment. Furthermore, the goal was to explore the benefits and challenges of augmented reality in mobile applications. Mobile applications enable consumers to conveniently access various content and services via mobile devices, resulting in a personalized experience. In addition, mobile applications provide better performance and speed, they are often optimized for mobile devices, taking advantage of various device functions and capabilities, including augmented reality (AR) and virtual reality (VR), and allow offline access in certain situations. Augmented reality (AR) has been being developed for decades, and with the advent and development of smart devices, it has enabled mass adoption in the market. Augmented reality has become a key component of mobile applications in the fashion industry, enabling consumers to interact with fashion products in a completely new way. Perceived usefulness, perceived ease of use and perceived enjoyment of use are important for consumers to use augmented reality. However, in the context of Croatian consumers, it is still unknown what the role of augmented reality is when purchasing fashion products in mobile applications. Therefore, in order to reveal the role of augmented reality when purchasing fashion products through fashion applications, primary research was conducted on a convenience sample of 134 respondents, users of mobile fashion applications. The results revealed that majority of respondents do not use augmented reality for choosing fashion product in applications. Respondents are often concerned about their security, which leads to a weaker use of additional options provided by mobile applications.

• Keywords: mobilne aplikacije; mobilni uređaj; personalizirano iskustvo; mobilna kupovina; proširena stvarnost (AR); virtualna stvarnost (VR); modna industrija; inovacija; razvoj
• Keywords (english): mobile applications; mobile devices; personalized experience; mobile shopping; augmented reality (AR); virtual reality (VR); fashion industry; innovation; development
• Language: croatian
• URN:NBN: urn:nbn:hr:148:739734
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-10-23 20:04:08