O impacto da ferramenta de try-on através da realidade aumentada, no processo de decisão de compra do consumidor e na sua relação com as marcas na indústria da moda

Abstract

Augmented reality is a technology increasingly present in our daily lives and very often thesociety does not have this perception.Although in some countries Augmented Reality is in an advanced stage of usage by the generalpublic, Portugal is not one of those cases.Since this technology is in exponential development, it becomes increasingly relevant todeepen knowledge about it. This dissertation explores the impact that augmented reality canhave on consumer satisfaction and on their relationship with brands and, in turn, how it caninfluence their purchase intention. A model was created and tested, based on academicliterature, which aims to assess the different variables in this impact (interactivity, vividnessand novelty). The study focuses on the fashion industry, namely the possibility of trying onitems through a computer (with the try-on tool).The results of the study suggest that the application feature that most impacts consumersatisfaction during an augmented reality experience is vividness. Additionally, the studydemonstrates that once the satisfaction level is reached, all the proposed dimensions ofengagement are positively affected and, the one that most causes purchase intention and brandusage is the Activation dimension. This study becomes an adding knowledge to the field ofaugmented reality for the fashion industry in Portugal, based on an experimental test, and it presents recommendations for brands to take advantage of the technology's potential. Likewise, it also presents a starting point for new studies within this research area that deepen some of.

Date of Award	4 Jul 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniela Langaro da Silva do Souto (Supervisor)