A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach

dc.contributor.advisorPillay, Pragasen
dc.contributor.advisorRosenstein, David
dc.contributor.advisorDrummond, Mark
dc.contributor.authorAbbott, Lara Elizabeth
dc.date.accessioned2023-02-22T07:53:27Z
dc.date.available2023-02-22T07:53:27Z
dc.date.issued2022
dc.date.updated2023-02-20T12:08:27Z
dc.description.abstractThe rapid evolution of e-commerce has led retailers to fixate on how to differentiate themselves and provide an enhanced and engaging experience for their customers. In this dynamic industry, emerging technologies and innovation have become crucial for maintaining a competitive advantage. The purpose of this study is to explore how newer methods of visual merchandising can influence consumer purchase intentions, paying particular attention to Augmented Reality (AR) and how its inclusion in the online shopping industry could mark a pivotal change. The study addresses present difficulties in online retail such as the lack of touch and feel aspect, customer uncertainty and cart abandonment. It is proposed herein that Augmented Reality as a visual merchandising technique will mitigate these difficulties and allow South African online retail to grow in accordance with global standards. Given the recent developments in online retail in South Africa due to the COVID-19 pandemic, it is an opportune moment to investigate consumers and invest in meeting their ever-changing needs, enhancing their experiences, and formulating insight-driven digital marketing strategies. This paper serves to break new ground in nascent AR literature within the field of market research, and particularly in the South African and Neuroscience context. By examining the real-time Emotion and Attention of respondents using Neuroscience technology, this study provides a practical approach for marketing executives to optimize their customers' online experience and thus drive conversion rates. The objectivity of neuroscience methods presented more reliable, evidence-driven insights by accessing unconscious consumer responses that complement traditional measures. The Technology Acceptance Model (TAM), a robust and frequently used model for new technology adoption and the Model of Emotion Regulation were also used, providing the explicit measures for the study. Perceived Ease of Use, Perceived Usefulness and Purchase Intention were all rated favorably, indicating a positive likelihood of AR adoption by the South African market. The positive feedback regarding Purchase Intention is also a significant finding given it has proven previously to be an indicator of actual buying behaviour. Higher levels of arousal in the AR group present a promising indication of the consumers' cognition of the product and ultimately its impact on the consumer decision making process. Therefore, this study suggests the incorporation of AR into marketing strategies to remain successful in a dynamic retail environment.
dc.identifier.apacitationAbbott, L. E. (2022). <i>A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach</i>. (). ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/36957en_ZA
dc.identifier.chicagocitationAbbott, Lara Elizabeth. <i>"A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach."</i> ., ,Faculty of Commerce ,School of Management Studies, 2022. http://hdl.handle.net/11427/36957en_ZA
dc.identifier.citationAbbott, L.E. 2022. A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach. . ,Faculty of Commerce ,School of Management Studies. http://hdl.handle.net/11427/36957en_ZA
dc.identifier.ris TY - Master Thesis AU - Abbott, Lara Elizabeth AB - The rapid evolution of e-commerce has led retailers to fixate on how to differentiate themselves and provide an enhanced and engaging experience for their customers. In this dynamic industry, emerging technologies and innovation have become crucial for maintaining a competitive advantage. The purpose of this study is to explore how newer methods of visual merchandising can influence consumer purchase intentions, paying particular attention to Augmented Reality (AR) and how its inclusion in the online shopping industry could mark a pivotal change. The study addresses present difficulties in online retail such as the lack of touch and feel aspect, customer uncertainty and cart abandonment. It is proposed herein that Augmented Reality as a visual merchandising technique will mitigate these difficulties and allow South African online retail to grow in accordance with global standards. Given the recent developments in online retail in South Africa due to the COVID-19 pandemic, it is an opportune moment to investigate consumers and invest in meeting their ever-changing needs, enhancing their experiences, and formulating insight-driven digital marketing strategies. This paper serves to break new ground in nascent AR literature within the field of market research, and particularly in the South African and Neuroscience context. By examining the real-time Emotion and Attention of respondents using Neuroscience technology, this study provides a practical approach for marketing executives to optimize their customers' online experience and thus drive conversion rates. The objectivity of neuroscience methods presented more reliable, evidence-driven insights by accessing unconscious consumer responses that complement traditional measures. The Technology Acceptance Model (TAM), a robust and frequently used model for new technology adoption and the Model of Emotion Regulation were also used, providing the explicit measures for the study. Perceived Ease of Use, Perceived Usefulness and Purchase Intention were all rated favorably, indicating a positive likelihood of AR adoption by the South African market. The positive feedback regarding Purchase Intention is also a significant finding given it has proven previously to be an indicator of actual buying behaviour. Higher levels of arousal in the AR group present a promising indication of the consumers' cognition of the product and ultimately its impact on the consumer decision making process. Therefore, this study suggests the incorporation of AR into marketing strategies to remain successful in a dynamic retail environment. DA - 2022_ DB - OpenUCT DP - University of Cape Town KW - Consumer Neuroscience KW - Consumer Behavior KW - Online Shopping KW - Retail Attention KW - Emotion KW - Augmented Reality KW - Purchase Intention LK - https://open.uct.ac.za PY - 2022 T1 - A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach TI - A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach UR - http://hdl.handle.net/11427/36957 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/36957
dc.identifier.vancouvercitationAbbott LE. A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach. []. ,Faculty of Commerce ,School of Management Studies, 2022 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/36957en_ZA
dc.language.rfc3066eng
dc.publisher.departmentSchool of Management Studies
dc.publisher.facultyFaculty of Commerce
dc.subjectConsumer Neuroscience
dc.subjectConsumer Behavior
dc.subjectOnline Shopping
dc.subjectRetail Attention
dc.subjectEmotion
dc.subjectAugmented Reality
dc.subjectPurchase Intention
dc.titleA quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationlevelMBusSci
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