Realidade aumentada e varejo inteligente: um estudo sobre a percepção do usuário.

Abstract

Retail environments are challenged to become smarter and deliver greater value to consumers and retailers. One approach increasingly recognized as having the potential to enable smart retailing is augmented reality applications. It addresses the gap in important research to differentiate the value creation processes of augmented reality from other interactive process technologies, particularly in the construction industry. Thus, this study sought to analyze the impact of the use of augmented reality on the user's shopping experience on mobile devices. Based on the Technology Acceptance Model (TAM), adapted by Castro (2020) for augmented reality applications using the AR application, CoralVisualizer, with which a Structural Equation Modeling (SEM) was developed using the SmartPLS 4® software. Thus, questionnaires were applied online and in person, with a resulting sample of 190 respondents. The results obtained show that consumers are more satisfied, confident and certain in their product choice when they experience a virtual product using AR, and are happier and more relaxed while using this technology. The cognitive aspect of choice being the most dominant consideration for consumers. Furthermore, it demonstrated that AR technology is an invaluable asset that should be part of retailers' marketing strategies.