Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/29331
Author(s): | Aleem, A. K. Loureiro, S. M. C. Martinho, J. F. M. |
Editor: | Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. |
Date: | 2023 |
Title: | Beyond the touch: Analyzing the purchasing behaviour using augmented reality and online reviews |
Book title/volume: | 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" |
Pages: | 631 - 636 |
Event title: | 2023 Global Marketing Conference at Seoul |
Reference: | Aleem, A. K., Loureiro, S. M. C., & Martinho, J. F. M. (2023). Beyond the touch: Analyzing the purchasing behaviour using augmented reality and online reviews. In R. T. Rust, R. Peres, L. Robinson, C. Nishio, & T. Garrett (Eds.), 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" (pp. 631-636). Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2023.07.07.01 |
DOI (Digital Object Identifier): | 10.15444/GMC2023.07.07.01 |
Keywords: | AR Purchase intention Self-concept Technology Appearance Testimonials Confidence |
Abstract: | 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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
File | Size | Format | |
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conferenceobject_97237.pdf | 325,57 kB | Adobe PDF | View/Open |
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