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Publication
A perceção do consumidor sobre a utilização de realidade aumentada na experiência de compra online no setor da cosmética
| Name: | Description: | Size: | Format: | |
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| 1.91 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O marketing digital acompanha a evolução tecnológica de forma a responder a todas as necessidades e melhorar, cada vez mais, a comunicação. Neste sentido, o principal tema deste estudo é a realidade aumentada. Nesta investigação, pretende-se abordar a realidade aumentada num contexto de comércio online sendo o foco deste estudo a experiência de compra online e o comportamento do consumidor com a tecnologia no setor da cosmética.
Desta forma, destaca-se a pergunta principal do estudo: Qual a perceção do consumidor sobre a utilização da tecnologia de realidade aumentada na experiência de compra online no setor da cosmética?
O objetivo geral do presente estudo é analisar o ponto de vista do consumidor sobre o impacto da interatividade com a realidade aumentada na sua experiência de compra online de produtos de maquilhagem, em particular, da marca Kiko Milano.
Algumas marcas já disponibilizam a realidade aumentada, como por exemplo o Ikea com a sua aplicação de mobile, a Rayban em que é possível experimentar óculos através do website com as câmaras frontais. Também a realidade aumentada é conhecida no contexto de jogos como o Pokemon Go e das redes sociais como o Snapchat e os filtros do Instagram.
Para obter as respostas a este estudo, que é misto, dado que recorre ao método de revisão sistemática da literatura com a utilização do método PRISMA, numa abordagem exploratória e explicativa com a apresentação dos estudos existentes relevantes para o tema. De seguida, é aplicado o tipo quantitativo, com o uso do inquérito ao público, para a recolha de dados com objetivo de responder às questões de investigação que surgiram da fundamentação teórica. No questionário, o objeto de estudo é o virtual try on do website da marca Kiko Milano. Nesta pesquisa conclui-se que os inquiridos experienciaram a interatividade, a diversão, a facilidade de uso e controlo através da tecnologia de realidade aumentada.
Digital marketing follows technological evolution in order to respond to all needs and increasingly improve communication. On that account, the main theme of this study is augmented reality. In this investigation, we intend to address augmented reality in an online commerce context, with the focus of this study being the online shopping experience and consumer behaviour in the cosmetics sector. Therefore, the main question of the study stands out: What is the consumer's perception about the use of augmented reality technology in the online shopping experience in the cosmetics sector? The general objective of this study is to analyze the consumer's point of view on the impact of interactivity with augmented reality on their online shopping experience when purchasing makeup products, in particular, the Kiko Milano brand. Some brands already offer augmented reality, such as Ikea with its mobile application, Rayban, in which it is possible to try on glasses through the website with the front cameras. Augmented reality is also known in the context of games such as Pokemon Go and social networks like Snapchat and Instagram filters. To obtain the answers to this study, which is mixed, as it applies the method of systematic literature review using the PRISMA method, in an exploratory and explanatory approach with the presentation of existing studies relevant to the topic. Then, the quantitative type is applied using the public survey to collect data in order to answer the research questions that emerged from the theoretical foundation. In the questionnaire, the object of study is the virtual try on of the Kiko Milano brand website. In this research it is concluded that respondents experienced interactivity, fun, ease of use and control through augmented reality technology.
Digital marketing follows technological evolution in order to respond to all needs and increasingly improve communication. On that account, the main theme of this study is augmented reality. In this investigation, we intend to address augmented reality in an online commerce context, with the focus of this study being the online shopping experience and consumer behaviour in the cosmetics sector. Therefore, the main question of the study stands out: What is the consumer's perception about the use of augmented reality technology in the online shopping experience in the cosmetics sector? The general objective of this study is to analyze the consumer's point of view on the impact of interactivity with augmented reality on their online shopping experience when purchasing makeup products, in particular, the Kiko Milano brand. Some brands already offer augmented reality, such as Ikea with its mobile application, Rayban, in which it is possible to try on glasses through the website with the front cameras. Augmented reality is also known in the context of games such as Pokemon Go and social networks like Snapchat and Instagram filters. To obtain the answers to this study, which is mixed, as it applies the method of systematic literature review using the PRISMA method, in an exploratory and explanatory approach with the presentation of existing studies relevant to the topic. Then, the quantitative type is applied using the public survey to collect data in order to answer the research questions that emerged from the theoretical foundation. In the questionnaire, the object of study is the virtual try on of the Kiko Milano brand website. In this research it is concluded that respondents experienced interactivity, fun, ease of use and control through augmented reality technology.
Description
Keywords
Realidade aumentada Marketing de realidade aumentada Experiência de compra online Interatividade Comportamento do consumidor e-Commerce