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Publication
Realidade aumentada: a influência no processo de decisão de compra online
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Abstract(s)
O desenvolvimento tecnológico altera a maneira como a sociedade interage entre si e como efetua as suas compras. Os consumidores têm acesso a mais informação, procuram saber tudo sobre os produtos antes de tomarem uma decisão de compra e estão dispostos a utilizar novas tecnologias para adquirirem produtos online de uma forma mais informada e assertiva. Assim sendo, verem o produto simulado em contexto real, com Realidade Aumentada, pode ser um fator importante para o E-commerce.
A presente investigação pretendeu perceber, se a tecnologia Realidade Aumentada (RA) pode influenciar a decisão de compra do consumidor. Para o efeito, foi criada uma marca para o setor mobiliário, intitulada DecorAr e foi elaborado um protótipo de aplicação móvel de uma loja online com recurso a tecnologia RA. O protótipo foi desenvolvido seguindo o método Design Science Research.
O modelo de investigação criado foi baseado nos modelos TPB, TAM 3, UTAUT e OSAM. O instrumento utilizado foi o questionário, aplicado online através da plataforma Google Forms, tendo sido obtidos 301 questionários validados.
Da análise dos resultados obtidos concluiu-se que existem diferenças significativas quanto à atitude relativamente à marca e ao uso da aplicação como benefício face à intenção de compra, à interatividade, usabilidade e apreciação percebida em virtude da facilidade na perceção e da experiência de uso da RA, à facilidade na perceção de uso em relação à utilização da aplicação como benefício. Por último, a intenção de compra correlaciona-se com o comportamento de compra e consequentemente, com a decisão de compra do consumidor da aplicação e produto em análise
Technological development changes the way society interacts with the environment and stimulates the creation of new markets, namely the E-Commerce Market. Consumers have access to more information and want to know everything about the products they buy. Individuals are willing to use new technologies to purchase products online with greater accuracy and satisfaction. Therefore, Augmented Reality is considered as an added value in various sectors. This research aims to understand if Augmented Reality technology has the potential to influence a consumer buying decision. For the purpose, was developed a brand for the furniture sector, named DecorAr and it was elaborated a prototype of a mobile application of an online shop using Augmented Reality technology. The prototype was developed using the Design Science Research method. The research model created was based on the TPB, TAM 3, UTAUT and OSAM models. The instrument used was the questionnaire, applied online through the Google Forms platform having obtained 301 validated questionnaires. Considering the results obtained, it can be concluded that there are significant differences regarding the attitude towards the brand and the use of the application as a benefit against the purchase intention, interactivity, usability and perceived appreciation due to the ease of perception and experience of use of Augmented Reality, the ease of perception of use in relation to the use of the application as a benefit. Lastly, the purchase intention correlates positively with the purchase behavior and consequently with the consumer´s purchase decision of the application and product under analysis.
Technological development changes the way society interacts with the environment and stimulates the creation of new markets, namely the E-Commerce Market. Consumers have access to more information and want to know everything about the products they buy. Individuals are willing to use new technologies to purchase products online with greater accuracy and satisfaction. Therefore, Augmented Reality is considered as an added value in various sectors. This research aims to understand if Augmented Reality technology has the potential to influence a consumer buying decision. For the purpose, was developed a brand for the furniture sector, named DecorAr and it was elaborated a prototype of a mobile application of an online shop using Augmented Reality technology. The prototype was developed using the Design Science Research method. The research model created was based on the TPB, TAM 3, UTAUT and OSAM models. The instrument used was the questionnaire, applied online through the Google Forms platform having obtained 301 validated questionnaires. Considering the results obtained, it can be concluded that there are significant differences regarding the attitude towards the brand and the use of the application as a benefit against the purchase intention, interactivity, usability and perceived appreciation due to the ease of perception and experience of use of Augmented Reality, the ease of perception of use in relation to the use of the application as a benefit. Lastly, the purchase intention correlates positively with the purchase behavior and consequently with the consumer´s purchase decision of the application and product under analysis.
Description
Keywords
Realidade aumentada E-commerce Aplicação móvel Comportamento do consumidor Decisão de compra Mobile application Augmented reality Purchase decision E-Commerce Consumer behavior