APPLICATION OF AUGMENTED REALITY IN E-COMMERCE

Guna Rundāne, Lienīte Litavniece

Abstract


The problem of research is still relatively low usage of augmented reality mobile applications in e-commerce, despite it’s advantages and opportunities to increase competitiveness. The aim of the research is to find out and explore the benefits of augmented reality in e-commerce. The paper discusses the definition of augmented reality, it’s advantages and looks through most succesfull mobile applications in e-commerce containing augmented reality. The author includes a case study from a very popular app “Makeup Genius” and examines the basis for its success. The most popular augmented reality apps allow customers to virtually try on products saving time by not having to go to a physical store. Several sources point out that the main advantage of augmented reality is greater consumer interaction with the application, which as a result creates a pleasant experience for the customer.

Keywords


augmented reality; mobile augmented reality; e-commerce; brand

Full Text:

PDF

References


Carmigniani, J., & Furht, B. Augmented reality: an overview. In Handbook of augmented reality. New York: Springer, 2011. pp 768.

Merriam-Webster dictionary.Virtual reality.Sk.Internetā(14.04.2021) https://www.merriam-webster.com/dictionary/virtual%20reality

Miligram, P, Kishino, F. A Taxonomy of Mixed Reality Visual Displays IEICE Transactions on Information and Systems. vol. E77-D, no. 12, December 1994, pp 1321-1329.

Azuma, R. A Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments. 6, August 1997, pp 355-385.

Javornik, A. Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, May 2016,pp 252–261.

Altman, D. The Future of Frontline Research : Invited Commentaries. Journal of Service Research. 20, November 2016, pp 91-99.

Dulux. The Dulux Visual App.Sk. Internetā (14.04.2021) https://www.dulux.co.uk/en/articles/dulux-visualizer-app

IKEA.Say hej to IKEA Place. Sk.Internetā (14.04.2021)https://www.ikea.com/au/en/customer-service/mobile-apps/say-hej-to-ikea-place-pub1f8af050

LorealParis. Makeup Genius – from Day To Night. Sk. Internetā (14.04.2021)https://www.lorealparisusa.com/beauty-magazine/makeup/makeup-looks/makeup-genius-from-day-to-night.aspx

Lego. New App brings LEGO® bricks to life. Sk.Internetā (14.04.2021) https://www.lego.com/en-gb/aboutus/news/2019/october/lego-ar-studio/

Mister Spex. Try on your favorite models virtually. Sk.Internetā (14.04.2021)https://www.misterspex.co.uk/l/pg/100508

Sephora. Virtual Artist. Sk. Internetā (14.04.2021) https://www.sephora.my/pages/virtual-artist

Yeomans.M.Loreal Makeup Genius. Sk. Interntā (14.04.2021) https://www.cosmeticsdesign-europe.com/Article/2015/09/23/L-Oreal-s-Makeup-Genius-app-sees-success-in-China-with-4.7-million-downloads

Research and Markets. Success Case Study: L'Oréal Makeup Genius App - How L'Oréal's strategy of personalizing the consumption experience empowers digital consumers Sk. Internetā (14.04.2021)https://www.researchandmarkets.com/reports/4667242/success-case-study-lor%C3%A9al-makeup-genius-app

Statista. Consumer mobile device augmented reality applications (embedded/standalone) worldwide from 2016 to 2022 (in millions). Sk. Internetā (14.04.2021) https://www.statista.com/statistics/608967/mobile-ar-applications-installed-base-worldwide/

Boletsis, C.,Karahasanovic, A. Augmented Reality and Virtual Reality for Retail Innovation. 7, December 2018, pp.49-59.

Scholz, J., Duffy, K. We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services. 44, September 2018.

Jessen, A., Hilken, T. et.al. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research. 116, August 2020, pp 85-98.




DOI: https://doi.org/10.17770/het2021.25.6786

Refbacks

  • There are currently no refbacks.