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Abstract(s)
O avanço tecnológico tem vindo a transformar a maneira como as pessoas interagem e comsumem determinados produtos e serviços. Esta evolução tem impactado diversos setores, nomeadamente, o setor da cosmética. A tecnologia de Realidade Aumentada tem vindo a ser utilizada pelas marcas, como uma forma de permitir que os consumidores experimentem virtualmente os produtos de cosmética, antes de efetuarem a compra. Assim sendo, este estudo tem como objetivo analisar de que forma é que os virtual try-ons de produtos de cosmética influenciam o processo de decisão de compra.
Este estudo tem como cerne uma metodologia quantitativa, baseada em dados primários recolhidos através de um questionário. Este combina elementos do Modelo de Aceitação de Tecnologia (TAM) e outros conceitos pertinentes identificados na revisão de literatura. A amostra deste estudo consistiu em 219 inquiridos, residentes em Portugal. A maior percentagem dos inquiridos tinham idades compreendidas entre os 18 e os 24 anos e eram do sexo feminino. Além disso, a maioria dos inquiridos nunca tinha utilizado virtual try-ons de produtos de cosnética.
Os resultados sugerem que a implementação de virtual try-ons tem um impacto nas diversas fases do processo de decisão de compra, desde a procura de informações à decisão de compra. Obtiveram-se resultados relativamente à experiência de utilização da Realidade Aumentada por parte dos utilizadores e sobre a predisposição de voltar a utilizar esse tipo de tecnologia em compras futuras. Apurou-se também que a utilidade e a facilidade de manuseio da ferramenta tem impacto na atração de compra. Além disso, apurou-se que este tipo de tecnologias fornecem mais confiança aos consumidores, o que influencia a etapa de procura de informações e ponderação de alternativas.
Technological advances have transformed the way people interact with and consume certain products and services. This evolution has impacted various sectors, particularly the cosmetics sector. Augmented Reality technology has been used by brands as a way of allowing consumers to virtually experience cosmetics products before making a purchase. Therefore, this study aims to analyse how virtual try-ons of cosmetic products influence the purchasing decision process. This study has a quantitative methodology at its core, based on primary data collected through a survey. It combines elements of the Technology Acceptance Model (TAM) and other relevant concepts identified in the literature review. The sample for this study consisted of 219 respondents living in Portugal The largest percentage of respondents were between 18 and 24 years old and female. In addition, the majority of respondents had never used virtual try-ons of cosmetic products. The results suggest that the implementation of virtual try-ons has an impact on the various stages of the purchase decision process, from information search to the purchase decision. Results were obtained regarding users' experience of using Augmented Reality and their willingness to use this type of technology again in future purchases. It was also found that the usefulness and ease of use of the tool has an impact on the attractiveness of the purchase. It was also found that this type of technology gives consumers more confidence, which influences the stage of searching for information and weighing up alternatives.
Technological advances have transformed the way people interact with and consume certain products and services. This evolution has impacted various sectors, particularly the cosmetics sector. Augmented Reality technology has been used by brands as a way of allowing consumers to virtually experience cosmetics products before making a purchase. Therefore, this study aims to analyse how virtual try-ons of cosmetic products influence the purchasing decision process. This study has a quantitative methodology at its core, based on primary data collected through a survey. It combines elements of the Technology Acceptance Model (TAM) and other relevant concepts identified in the literature review. The sample for this study consisted of 219 respondents living in Portugal The largest percentage of respondents were between 18 and 24 years old and female. In addition, the majority of respondents had never used virtual try-ons of cosmetic products. The results suggest that the implementation of virtual try-ons has an impact on the various stages of the purchase decision process, from information search to the purchase decision. Results were obtained regarding users' experience of using Augmented Reality and their willingness to use this type of technology again in future purchases. It was also found that the usefulness and ease of use of the tool has an impact on the attractiveness of the purchase. It was also found that this type of technology gives consumers more confidence, which influences the stage of searching for information and weighing up alternatives.
Description
Keywords
Realidade aumentada E-commerce Processo de decisão de compra Cosmética Augmented reality Cosmetics E-Commerce Purchase decision process