The perceived user value of AR in online shopping experience (original) (raw)

Augmented reality (AR) is a technology that allows user to enrich physical environment with virtual objects. The spread of mobile devices and advances in technology have finally brought this twodecade old invention to life. It offers businesses an intriguing opportunity to create immersive and interactive experiences to their customers and develop new business models. Even though some firms have already tried to extend their business with this new technology, still there is only little knowledge of its actual value for the customer. AR applications are emerging in different fields such as medical, entertainment, design, education, commerce and advertising. This study will concentrate on AR applications in online marketing. This thesis aims to fill the existing research gap in the area of consumers' perceived value of AR through a qualitative case study of IKEAs AR application. Due to paucity of benchmarks, related research and measurable elements the long-term effects of AR as a...