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BEYOND THE TOUCH: ANALYZING THE PURCHASING BEHAVIOUR USING AUGMENTED REALITY AND ONLINE REVIEWS
Aihoor Kayoom Aleem,Sandra Maria Correia Loureiro,J?ssica Francisco Martinho 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
One of the main challenges brands face nowadays is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze an AR try-on app versus a website, considering consumers self-concept and testimonials. To this end, an online survey was conducted, in which respondents were exposed to two of four scenarios: AR APP or website experience, and positive versus negative reviews presence. Our findings indicate that ideal self-congruence impacts both, purchase intention and confidence. The present study positively contributes to the AR and self-concept literature, while opening new avenues of research for both academics and practitioners.