Percorrer por autor "Santos, Ana Filipa da Costa Lopes dos"
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- Augmented reality in retail: an experimental case studyPublication . Santos, Ana Filipa da Costa Lopes dos; Ferreira, Hélder Filipe Santos Barbosa; Sabino, André Miguel GuedelhaThe presented research seeks to deepen the intersection between augmented reality (AR) and consumer behaviour in a retail setting. In an attempt to better understand these concepts, a comprehensive literature review was conducted on customer journey, augmented reality (respective types and user experience), case studies in retail and marketing strategies. Thus, an experimental case study was designed with the objective to bring an AR experience, created on Adobe Aero, to the customers of a historical café in Lisbon, named ‘A Brasileira’. Considering that there is still a lack of comprehensive understanding of consumer behaviour towards AR in retail, we presented a conceptual framework which intended to examine how consumer behaviour determinants, such as social motivation, hedonic motivation, utilitarian motivation, mediated by performance expectancy, effort expectancy and emotions, influenced AR acceptance and purchase intention. Data were collected from 102 respondents via a questionnaire after an in situ visit to the café. Subsequently, the data was analysed using path analysis in Jamovi software. The findings revealed significant positive indirect effects of social motivation and utilitarian motivation on the AR use acceptance and purchase intention through performance expectancy and emotions. The study concludes that performance expectancy and emotions are important mediators in AR’s substantial potential to improve customer journeys in retail.