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Assessing determinants of Augmented Reality Applications - The IKEA Place example
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Orientador(es)
Resumo(s)
During the past few years, Augmented Reality has been gaining relevance across several fields. This study in particular, intends to ascertain the willingness of Portuguese society to accept the implementation of Augmented Reality tools in retail, as well as the positive and negative impacts that the adoption of these tools will have both on the offered service and on customers. Having this in mind, a Secondary Research was made with the objective to first explore some themes recurring to published articles and papers, aiming to provide a theoretical foundation about the areas that directly interfere with the main topic, in order to provide a solid base to start actively analyzing the subject of the present Dissertation. Next, by joining the Task-Technology Fit theory along with the Value Based Adoption Model, a conceptual model was designed to help explain the adoption intention of an Augmented Reality App. Based on a sample of 256 people, collected in Portugal and presenting the IKEA Place App as an example, it was possible to ascertain the role of the several constructs that constitute the used theories. Therefore, it was concluded that the most positive aspect referred was the fast and real time service that Augmented Reality Apps offer, but on the other hand, a large part of the sample affirms to do not know if these apps might or not be difficult to use, demonstrating the little know-how that Portuguese society has about this technology. To conclude, the paper finishes with a discussion about the obtained results, as well as the identification of limitations and implications.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Augmented Reality Apps IKEA Place Adoption Intention