Comparison of consumer purchase intention between interactive and augmented reality shopping platforms through statistical analyses

Abstract

The objective of this study is to explore the effectiveness of three digital shopping platforms (Plain Interactive, Marker-based Augmented Reality and Markerless Augmented Reality), on the impressions and purchase intentions of consumers. The study is mainly interested in analysing whether intelligent shopping platforms with AR elements provide any added advantage to an advertised product in the form of favourable attitude or a stronger purchase impulse. During the tests with the three shopping platforms, quantitative data was collected via computerised questionnaire. High and Low class users were statistically extracted, corresponding to the high or low probability to buy or recommend the advertised brand. The results show that Markerless AR system clearly outperforms the Marker-based AR and the Plain Interactive in terms of positive attitude from the users. The second better performing system is the Marker-based AR, which closely follows the Markerless AR, while the Plain Interactive system obtains least approval.

Audience Engagement and Decision-Making through Augmented Reality Technology in Advertising: A Systematic Research

“…The researcher found that informants pre-existing brand attitudes affected their post-exposure brand attitudes. Another significant variable found in prior research are aesthetic quality, interactivity and response time which portray as the most important elements that able to solicit positive emotions and online purchasing [31]. In line with the claims, in [32] also found that the pleasure and perceived interface aesthetics are strongly related to purchase intention.…”

“…The exploratory study was conducted to comprehend consumer evaluation and attitude that leads to intention to purchase. On the other hands, a study of decision making by comparing two countries of youth market was conducted by [31] which quantify interactivity, response time, information quality, aesthetic quality, usefulness, enjoyment, ease of use and attitude on purchase intention. Another comparison type of study by [32] between interactive and magic mirror AR shopping platform to understand the phenomenon of attitude towards brand and purchasing intention.…”

Novel individual location recommendation with mobile based on augmented reality

“…Recently, AR experiential campaigns focus on the entire experience developed principally for the consumer. 21 And some people have applied AR for teaching. 22 However, it cannot accurately designate the target position.…”

A Qualitative Study on the Relationships of Marketing via Augmented Reality with Consumer Experience and Online Purchase Intention

“…gerçek ve bilgisayarla yaratılmış verilerin bir karışımı olan artırılmış gerçeklik teknolojisi, tüketiciye eğlenceli, katılımcı ve sürükleyici bir deneyim (He, Wu & Li, 2018;Stoyanova, Brito, Georgieva & Milanova, 2015) olanağı tanıdığından reklamcılar tarafından ürünleri tanıtmanın yeni bir yolu olarak kabul edilmektedir (Stoyanova vd., 2015).…”

“…Günümüzün sürükleyici dijital teknolojilerinin, tüketicinin ihtiyaç duyduğu yerde ve zamanda gerçek zamanlı, bağlama özgü uzmanlık sunarak tüketici deneyimini dönüştürme potansiyeline sahip olduğu görülmektedir (Parise, Guinan & Kafka, 2016). Özellikle, pazarlama temellerini yeniden şekillendiren, gerçek ve bilgisayarla yaratılmış verilerin bir karışımı olan artırılmış gerçeklik teknolojisi, tüketiciye eğlenceli, katılımcı ve sürükleyici bir deneyim (He, Wu & Li, 2018;Stoyanova, Brito, Georgieva & Milanova, 2015) olanağı tanıdığından reklamcılar tarafından ürünleri tanıtmanın yeni bir yolu olarak kabul edilmektedir (Stoyanova vd., 2015).…”