Using augmented reality to enhance the shopping mall experience

Abstract

The objective of the present study is to understand if consumers would use an Augmented Reality application on their smartphones while visiting a shopping mall. This application would have several features that would boost the shopping mall experience. In order to access the acceptance of this technological hypothesis an online survey was conducted to extract empirical data from a reliable sample. This empirical data is analysed and characterized with some descriptive statistics, as well as cross-tabulations between some variables. This analysis allows a better characterization of this sample, and the formation of preliminary conclusions fundamental to the final conclusion. The results shows that most of the individuals in this sample are willing to use the features of the proposed technological hypotheses and, thus, would use the Augmented Reality application on their smartphones when visiting a shopping mall.

Date of Award	9 Feb 2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Amaral (Supervisor)