Primjena proširene stvarnosti u online prodavaonici elektroničkih uređaja

master's thesis

• Title (english): The application of augmented reality in the electronic devices online store
• Author: Mia Krtinić
• Mentor: Sanda Soucie (mentor)
• Committee member: Dora Naletina (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Svrha ovog rada je razumjeti ulogu suvremenih tehnologija u maloprodaji radi predviđanja stavova kupaca. Suvremene tehnologije mijenjaju načine na koji kupci kupuju, traže i prikupljaju informacije o proizvodima, uslugama i poduzećima. S druge strane, poduzeća koriste suvremene tehnologije kako bi promijenila poslovne modele i radne procese unutar organizacije, a sve s ciljem zadovoljenja kupaca. Kupci su zadovoljni onda kad je cjelokupno kupovno iskustvo ispunilo ili nadmašilo njihova očekivanja. Tehnologija za koju je dokazano da pozitivno utječe na zadovoljstvo kupaca, a koja se sve češće koristi u maloprodaji radi postizanja marketinških ciljeva poput privlačenja kupaca, pružanja inovativnog iskustva kupcima, porasta prepoznatljivosti trgovca i robne marke je proširena stvarnost. Proširena stvarnost definira se kao kombinacija tehnologije koja omogućuje miješanje računalno generiranog sadržaja s prikazom stvarne okoline u stvarnom vremenu. Proširena stvarnost često se poistovjećuje s virtualnom stvarnošću, međutim, ključna razlika između ove dvije tehnologije je fizičko/stvarno okruženje koje kod virtualne stvarnosti nedostaje već se pojavljuje isključivo u virtualnom obliku. Obje tehnologije se koriste u maloprodaji, iako je mogućnost primjene proširene stvarnosti šira. Proširena stvarnost se najčešće koristi u elektroničkoj trgovini kako bi kupci mogli isprobavati i vizualizirati fizičke proizvode u virtualnom okruženju bez odlaska u fizičku prodavaonicu. Cilj rada je predstaviti teorijski okvir elektroničke trgovine i proširene stvarnosti, prednosti i ograničenja istih, primjere primjene proširene stvarnosti u maloprodaji i ukazati na stavove kupaca o primjeni proširene stvarnosti u elektroničkoj prodavaonici.

Abstract (english)

The purpose of this paper is to understand the role of modern technologies in retail in order to predict customer attitudes. Modern technologies are changing the ways in which customers buy, search and gather information about products, services and companies. On the other hand, companies use modern technologies to change business models and work processes within the organization, all with the aim of satisfying customers. Customers are satisfied when the entire shopping experience has met or exceeded their expectations. A technology that has been proven to positively affect customer satisfaction and is increasingly being used in retail to achieve marketing goals such as attracting customers, providing innovative customer experiences, and increasing retailer and brand recognition is augmented reality. Augmented reality is defined as a combination of technology that allows mixing computer-generated content with real-time representation of the real environment. Augmented reality is often equated with virtual reality, however, the key difference between these two technologies is the physical/real environment that virtual reality lacks and appears exclusively in virtual form. Both technologies are used in retail, although the application of augmented reality is wider. Augmented reality is most often used in e-commerce to allow customers to try and visualize physical products in a virtual environment without going to a physical store. The aim of the paper is to present the theoretical framework of electronic commerce and augmented reality, their advantages and limitations, examples of the application of augmented reality in retail, and to indicate the views of customers on the application of augmented reality in online store.

• Keywords: suvremene tehnologije; proširena stvarnost; virtualna stvarnost; elektronička trgovina; maloprodaja
• Keywords (english): modern technologies; augmented reality; virtual reality; e-commerce; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:859230
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-20 08:41:27