Uloga proširene stvarnosti u namjeri kupnje kozmetičkih proizvoda

master's thesis

• Title (english): The role of augmented reality in the purchase intention of cosmetic products
• Author: Tena Mandić
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

S obzirom na sve brojniju konkurenciju na tržištu kozmetičkih proizvoda, pronalazak inovativnih i zanimljivih marketinških rješenja koja će povećati namjeru kupnje potencijalnih potrošača postao je ključan izazov za poduzeća u kozmetičkoj industriji. U tu se svrhu pri online prodaji kozmetičkih proizvoda sve češće koristi tehnologija proširene stvarnosti koja korisnicima omogućuje virtualno isprobavanje proizvoda na vlastitom licu. U diplomskom radu se istražuje uloga proširene stvarnosti u stvaranju namjere online kupovine kozmetičkih proizvoda, kao i intenzitet utjecaja odabranih čimbenika proširene stvarnosti, odnosno interaktivnosti, slikovitosti i personalizacije, na namjeru kupnje. Shodno navedenomu, cilj diplomskog rada je bolje razumijevanje namjere kupnje hrvatskih potrošača u kozmetičkoj industriji s obzirom na korištenje proširene stvarnosti kao stimulansa u online kupovnom procesu. Podaci iskazani u diplomskom radu prikupljeni su iz primarnih i sekundarnih izvora. Kvantitativno istraživanje provedeno pomoću anketnog upitnika u digitalnom obliku, a ispunilo ga je ukupno 106 ispitanika. Rezultati istraživanja ukazuju na važnu ulogu proširene stvarnosti u namjeri kupnje kozmetičkih proizvoda. Kao čimbenik proširene stvarnosti koji bi najpozitivnije utjecao na namjeru kupnje kozmetičkih proizvoda ispitanika istaknula se slikovitost. Ovaj podatak potvrđuje specifičnu problematiku teškog odabira nijansi kozmetičkih proizvoda prilikom online kupovine na koju su svojim odgovorima ukazali i ispitanici, a čije rješenje može biti implementacija proširene stvarnosti u web stranice i aplikacije trgovaca kozmetičkim proizvodima. Provođenje ovog istraživanja otkrilo je i demografske razlike ispitanika u poznavanju koncepta proširene stvarnosti gdje mlađi ispitanici bolje poznaju navedeni koncept i njegovo korištenje prilikom online kupnje kozmetičkih proizvoda u odnosu na starije ispitanike

Abstract (english)

Considering the increasingly numerous competition on the cosmetic market, finding innovative and interesting marketing solutions that will increase the purchase intention of potential consumers has become a key challenge for companies in the cosmetic industry. For this purpose, augmented reality technology is increasingly being used in the online sale of cosmetic products, which allows users to virtually try the product on their own face. The thesis investigates the role of augmented reality in creating the online purchase intention of cosmetic products, as well as the intensity of the influence of selected factors of augmented reality, i.e. interactivity, vividness and personalization, on the purchase intention. Accordingly, the purpose of the thesis is creating a better understanding of the Croatian consumers' purchase intention in the cosmetics industry due to the use of augmented reality as a stimulus in the online shopping process. The data presented in the thesis were collected from primary and secondary sources, and the quantitative research was conducted using a survey questionnaire in digital form, which was completed by a total of 106 respondents. The research results indicate the important role of augmented reality in the purchase intention of cosmetic products. Vividness was distinguished as the factor of augmented reality that would most positively influence the respondents' purchase intention of cosmetic products. This data confirms the specific problem of the difficulties with the shades selection of cosmetic products when shopping online, which was pointed out by the respondents, and the solution of which can be the implementation of augmented reality in the websites and apps of cosmetic retailers. Conducting this research also revealed the demographic differences of respondents in understanding of the augmented reality concept, where younger respondents are more familiar with the said concept and its use when buying cosmetic products online compared to older respondents.

• Keywords: proširena stvarnost; kozmetička industrija; namjera kupnje
• Keywords (english): augmented reality; cosmetic industry; purchase intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:587256
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist 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: 2024-07-05 12:05:10