Real-time augmented reality pemo platform for exploring consumer emotional responses with shopping applications

• Type: Article in International Scientific Journal
• Date: 2013

Authors

Stoyanova, J (Author) Other; Goncalves, R (Author) Other; Pedro Quelhas Brito (Author) FEP; coelho, a (Author) FEUP

Journal

Title: International Journal of Online Engineering

Vol. 9

Pages: 41-43

ISSN: 1868-1646

Publisher: Kassel University Press GmbH

Indexing

Scopus - 0 Citations

Other information

Authenticus ID: P-009-NRW

DOI: 10.3991/ijoe.v9is8.3379

Abstract (EN): The present-day revival of Augmented reality (AR) technology has led to its vast expansion in various applications. In marketing, the hunt for more inventive and intriguing approaches for immersive consumer experiences has endorsed the implementation of AR in multiple brand advertising campaigns, specifically for improved product display. The engaging potential of this technology is established in the fusion between computer-generated data and the physical world as seen by the user, where 3D registration and real time interaction are inseparable parts of this system. Alternatively, impressions from user experiences serve as a principal instrument in the evaluation process of the effectiveness of interactive systems. In order to get deeper insight into consumers' reflections from a real-time AR shopping experience, we present a demo platform for the purchase of sneakers, focusing on users' behavior and more precisely on their perceptions, emotions, personal preferences before, during and after use of the platform. To fully evaluate and compare consumer experiences with the main AR platform, two other shopping systems were designed: a marker-based and a static one. Consecutively, we aim at defining a system of metrics for measuring shopping experiences with AR, as well as at establishing a ground base for subsequent marketing research in the field. Motivated by the large application of the technology and aiming at understanding the impact of AR on consumer psychology, the application will assist in exploring the antecedents of consumer purchase intentions.

Language: English

Type (Professor's evaluation): Scientific