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AR Smart Glasses In Focus: The Feeling of Groundedness Through Amazon Reviews
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Autores
Resumo(s)
Augmented Reality (AR) smart glasses strengthen user interaction by merging real-world
visuals with digital information. This study explores how wearability, usability, and social
influence impacts the feeling of groundedness and purchase intentions for AR smart glasses
moderated by privacy concerns. 3,164 online reviews published on Amazon were collected
from nine smart glasses brands. Data were analyzed using text mining and PLS-SEM to test the
hypotheses raised. Evidence showed that the feeling of groundedness is influenced by
usability and social influence, while wearability showed no notable effect. Privacy concerns
moderate the relationship between groundedness and purchase intentions, indicating the
need for wide-scale privacy protection to increase users' confidence. The findings reveal that
AR smart glasses create important connections for users, influencing preferences, choices, and
willingness to pay.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Smart Glasses Augmented Reality Feeling of Groundedness Amazon reviews SDG 9 - Industry, innovation and infrastructure