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The Influence of Augmented Reality on the Consumer Purchasing Process

In: Driving Quality Management and Sustainability in VUCA Environments

Author

Listed:
  • Federica Murmura

    (Carlo Bo University of Urbino)

  • Laura Bravi

    (Carlo Bo University of Urbino)

  • Giada Pierli

    (Carlo Bo University of Urbino)

  • Gilberto Santos

    (School of Design, Campos do IPCA)

  • Fabio Musso

    (Carlo Bo University of Urbino)

Abstract

Augmented reality (AR) has recently gained the attention of both scholars and practitioners, thanks to its ability to provide captivating and immersive experiences that lead users to fully engage in the proposed content. Despite the increasing use of AR by companies and individuals, there are still few empirical studies investigating its influence on consumer behavior; therefore, the present study intends to analyze the different behaviors and attitudes of consumers during their purchasing process in front of AR technologies. To this end, an online questionnaire was submitted to individuals belonging to different generational cohorts, obtaining 337 responses. From the results, it emerged that most of the sample expressed a more than positive opinion regarding the help that AR technologies could give to the consumer when he/she chooses and buys a product. Understanding the characteristics of the product, having a unique experience with it during the purchasing process, and making choices with more awareness and fastness are some of the positive aspects that were identified by the respondents.

Suggested Citation

  • Federica Murmura & Laura Bravi & Giada Pierli & Gilberto Santos & Fabio Musso, 2024. "The Influence of Augmented Reality on the Consumer Purchasing Process," Springer Proceedings in Business and Economics, in: João Reis & Tiago Pinho & Vítor Barbosa & Luís Barreto & Sandrina B. Moreira & Pedro Pardal & João N (ed.), Driving Quality Management and Sustainability in VUCA Environments, pages 57-69, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-52723-4_5
    DOI: 10.1007/978-3-031-52723-4_5
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