A Qualitative Study on the Relationships of Marketing via Augmented Reality with Consumer Experience and Online Purchase Intention

Year 2020, Volume: 2 Issue: 2, 116 - 141, 31.12.2020

Aycan Duran Tekoğlu Ünsal Sığrı

https://doi.org/10.47105/nsb.797292

Abstract

The purchase intention, which is an important stage of the purchasing decision process, has a decisive effect on the action related to the purchase of the product. Bergeron (2004) defined purchasing intention as the level of perceptual opinion to purchase a product or service. Studies have shown that the online representation of the product and the overall quality of the shopping experience are important for both online shopping attitude and purchase intention (Koufaris, 2002). Consumers’ willingness to buy a product or service via internet stores or virtual shopping carts is defined as online purchase intention (Close & Kukar-Kinney, 2010). According to Chiu (2009) and Heijden et al. (2001), online purchase intention has dimensions of perceived service quality, perceived usefulness / utility, and perceived ease of use / purchase. Each dimension influences the online purchase intention.
Consumer experience and online purchase intention are shaped by technological advances. Augmented reality, a concept closely related to technology, reshapes advertising and marketing fundamentals and offers consumers a different experience. Augmented reality technology, which adds graphics, sound and other sensory enhancements to the real environment, is used in industrial design to visualize and take action, in the field of defense to detect threats in advance, in many game contents, in the field of marketing, which offers customers the opportunity to preview what is inside a product before unpacking it, spatial interactions, task support such as assembly and maintenance, and innovative products. For example, in pre-purchase situations, the consumer can predict how the living rooms will look with the new decoration with augmented reality applications (Flavián, Ibáñez-Sánchez & Orús, 2019, p.548). In this context, augmented reality technology offers consumers a realistic evaluation opportunity for the products they want or need, regardless of location.
The aim of this study is to investigate the effects of marketing performed with augmented reality technology on the purchasing experience and online purchase intention of the consumer. In this article, since a study was conducted on how a phenomenon is perceived and experienced, phenomenology approach, one of the qualitative research designs, was used. The research is based on a qualitative study using face-to-face interviews, focus group interviews and observation techniques to collect data obtained through extensive interviews. In this study, since consumer experience and online purchase intention were measured, retired or working consumers who have economic purchasing power and used online shopping were preferred. Within the scope of the research, one-on-one interviews with 6 consumers and 2 officials from a company and a focus group meeting with 4 consumers were held in Ankara. At the same time, in order to evaluate the application in more detail, a forum containing user opinions was examined. The obtained findings were analyzed with the QDA Miner program. In the light of the research, it is concluded that marketing with augmented reality has an effect on the consumer experience and online purchase intention. Although the results obtained from the interviews show that the participants have experienced the application for the first time, the fact that the participants clearly express positive and improvable aspects of the application show that augmented reality technology has an important potential in terms of marketing.

Keywords

qualitative research,, augmented reality,, consumer experience,, purchase intention

Artırılmış Gerçeklik ile Pazarlamanın, Tüketici Deneyimi ve Çevrimiçi Satın Alma Niyeti ile İlişkisi Üzerine Nitel Bir Araştırma/A Qualitative Study on the Relationships of Marketing via Augmented Reality with Consumer Experience and Online Purchase Intention

Abstract

Artırılmış gerçeklik, çevrenin ve içindekilerin teknoloji ile buluşması yoluyla ortaya çıkan görüntülerin canlı, dinamik ve gerçek zamanlı olarak hissedilip yaşanmasını sağlamaktadır. Gerçek ortam üzerine grafik, ses ve diğer duyusal özellikler ekleyen artırılmış gerçeklik teknolojisi, tasarıları görselleştirmek ve çeşitli işlemler yapabilmek için endüstriyel tasarımda, tehditleri önceden saptayabilmek için savunma sektörü alanında, birçok oyun içeriklerinde, tüketicilere bir ürünün ambalajını daha açmadan içinde neyin olduğunu ön izleme fırsatı sunan pazarlama alanında, mekânsal etkileşimlerde, montaj bakım gibi görev desteğinde ve inovatif ürünlerde kullanılmaya başlanmıştır.
Bu araştırmanın amacı, artırılmış gerçeklik teknolojisinin tüketici deneyimi ve çevrimiçi satın alma niyetine etkisini inceleyerek pazarlama alanındaki potansiyelini belirlemeye çalışmaktır. Çalışmada, bir olgunun nasıl algılandığına ve deneyimlendiğine ilişkin bir araştırma yürütüldüğü için nitel araştırma desenlerinden fenomenoloji yaklaşımı kullanılmıştır. Araştırma, yüz yüze derinlemesine görüşmeler yoluyla elde edilecek verileri toplamak için birebir mülakatlar, odak grup görüşmesi ve gözlem tekniklerinin kullanıldığı nitel bir çalışma üzerine temellendirilmiştir. Araştırma kapsamında Ankara ilinde 6 tüketici ve bir firmadan 2 yetkiliyle birebir görüşmeler, 4 tüketici ile ise odak grup görüşmesi gerçekleştirilmiştir. Aynı zamanda uygulamanın daha ayrıntılı değerlendirilebilmesi için kullanıcı görüşlerinin yer aldığı internet forumları incelenmiştir. Elde edilen bulgular, nitel veri analizinde QDA Miner programı ile analiz edilmiştir. Yapılan araştırma ışığında, artırılmış gerçeklik ile pazarlamanın, tüketici deneyimi ve çevrimiçi satın alma niyeti üzerinde etkili olduğu sonucuna varılmıştır. Yapılan mülakatlardan elde edilen sonuçlar katılımcıların uygulamayı ilk defa tecrübe ettiklerini göstermekle birlikte uygulamanın olumlu ve gelişmeye açık yönlerini ortaya koymaları, artırılmış gerçeklik teknolojisinin pazarlama açısından önemli bir potansiyele sahip olduğunu göstermektedir.

Keywords

nitel araştırma, artırılmış gerçeklik, tüketici deneyimi, satın alma niyeti

References

• Azuma, R. T. (1997). A survey of augmented reality. Presence Teleoperators and Virtual Environments, 6(4), 355–385.
• Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34-47.
• Baş, T., & Akturan, U. (2013). Nitel araştırma yöntemleri: Nvivo ile nitel veri analizi, örnekleme, analiz (2. baskı). Ankara: Seçkin Yayınevi.
• Bergeron, J. (2004). Antecedents and consequences of salesperson listening effectiveness in buyer-seller relationships (Doctoral dissertation). The John Molson School of Business, Canada.
• Bratman, M. (1987). Intention, plans, and practical reason. Cambridge, Massachusetts: Harvard University Press.
• Chiu, C. K. (2009). Understanding relationship quality and online purchase intention in e-tourism: A qualitative application. Quality & Quantity, 43(4), 669-675.
• Claudell, T.P., & Mizell, D. (1992). Augmented reality: An application of heads-up display technology to manual manufacturing processes. Proceedings of the Twenty-Fifth Hawaii International Conference on System Sciences, 659-669.
• Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers' online shopping cart use. Journal of Business Research, 63(9-10), 986-992.
• Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243-256.
• Engel, J.F., Blackwell, R.D. & Miniard, P.W. (1991). Consumer behaviour (6th ed.). USA: The Dryden Press,.
• Ferrer-Garcia, M., & Gutiérrez-Maldonado, J. (2012). The use of virtual reality in the study, assessment, and treatment of body image in eating disorders and nonclinical samples: A review of the literature. Body Image, 9(1), 1–11.
• Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560.
• Fornerino, M., Helme-Guizon, A. & de Gaudemaris, C. (2006). Mesurer l’immersion dans une experience de consommation: Premiers developpements, Proceedings of the XXIIth Congress de l’AFM, Nantes.
• Freitas, R., & Campos, P. (2008). SMART: A system of augmented reality for teaching 2nd grade students. People and Computers XXII Culture, Creativity, Interaction 22, 27-30.
• Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
• Ghose, S. & Dou, W. (1998). Interactive functions and their impacts on the appeal of internet presence sites. Journal of Advertising Research, 38(2), 29-42.
• He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127-139.
• Heijden, H. van der, Verhagen, T., & Creemers, M. (2001). Predicting online purchase behavior: Replications and tests of competing models. Proc. 34th Hawaii Internat. Conf. System Sci., Maui, HI.
• Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905.
• Howard, J.A., & Sheth, J.N. (1969). The theory of buying behaviour, NY: John Wiley.
• Hsu, H. Y., & Tsou, H. T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31(6), 510-523.
• Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3), 256-273.
• Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9–10), 987–1011.
• Johnson, P., Buehring, A., Cassell, C., & Symon, G. (2007). Defining qualitative management research: An empirical investigation. Qualitative Research in Organizations and Management: An International Journal, 2(1), 23-42.
• Kazançoğlu, İ., & Aytekin, P. (2014). Sevgililer günü ritüellerinin alışveriş deneyimi ve hazcı alışveriş değerine etkisi: Alışveriş merkezlerinde bir uygulama. Uluslararası Yönetim İktisat ve İşletme Dergisi, 10(22), 67-93.
• Khan, H., & Sriram, M. (2019). Role of augmented reality in influencing purchase intention among millenials. Journal of Management, 6(6).
• Kim, E. Y., & Kim, Y. K. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing, 38(7), 883-897.
• Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59.
• Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-23.
• LaSalle, D. & Britton, T.A. (2003). Priceless: Turning ordinary products into extraordinary experiences. Boston: Harvard Business School Press.
• Lee, K. (2012). Augmented reality in education and training. TechTrends, 56(2), 13-21.
• Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43-57.
• Ling, C. P., & Ding, C. G. (2006). Evaluating group difference in gender during the formation of relationship quality and loyalty in ISP service. Journal of Organizational and End User Computing (JOEUC), 18(2), 38-62.
• Mutlu, H. M., Çeviker, A., & Çirkin, Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyoekonomi, (1), 52-74.
• Nicosia, F.N. (1966). Consumer decision processes. New Jersey: Prentice Hall.
• Pantano, E., & Servidio, R. (2012). Modeling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279-286.
• Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420.
• Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.
• Rauschnabel, P. A., Rossmann, A., & Tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276-286.
• Rezvani, S., Dehkordi, G. J., Rahman, M. S., Fouladivanda, F., Habibi, M., & Eghtebasi, S. (2012). A conceptual study on the country of origin effect on consumer purchase ıntention. Asian Social Science, 8(12), 205-215.
• Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24, 127-146.
• Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management. USA: Oxford University Press.
• Rothschild M. L. (1984). Perspectives on involvement: Current problems and future directions, Advances in Consumer Research, 11, 216–217.
• Schmitt, B. (1999a). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
• Schmitt, B. (1999b). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Free Press.
• Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161.
• Shaw, C., & Ivens, J. (2005). Building great customer experiences. NY: MacMillan.
• Sığrı, Ü. (2017). Gruplarda bağlılık ve performans ilişkisi üzerine nitel bir çalışma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 481-490.
• Sığrı, Ü. (2018). Nitel araştırma yöntemleri (1. Baskı). Ankara: Beta Basım Yayım Dağıtım.
• Stoyanova, J., Brito, P. Q., Georgieva, P., & Milanova, M. (2015). Comparison of consumer purchase intention between interactive and augmented reality shopping platforms through statistical analyses. 2015 International Symposium on Innovations in Intelligent SysTems and Applications (INISTA), 1-8.
• Tek, Ö. B. (1999). Pazarlama ilkeleri: Global yönetimsel yaklaşım, Türkiye uygulamaları (8. Baskı). İstanbul: Beta Basım Yayım Dağıtım.
• Teo, T. S. (2001). Demographic and motivation variables associated with Internet usage activities. Internet Research, 11(2), 125-137.
• Van Krevelen, D. W. F., & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International Journal of Virtual Reality, 9(2), 1-20.
• Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.
• Yang, Z. Y., & He, L. Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738-6746.