Usefulness of Augmented Reality on Product Selection: An Experimental Study

Title

Usefulness of Augmented Reality on Product Selection: An Experimental Study

Creator

Thomas T.; Mathew R.; Ambady K.G.

Description

Augmented Reality (AR) has brought a revolution in the business world. Most literature in augmented reality is concentrated on the acceptance, responses, and user-friendliness of AR applications. However, it fails to evaluate the ability of AR applications to aid the customer in product selection. Therefore, the primary aim of this study was to fill this gap in the literature by conducting an experimental study to evaluate the furniture selection enabled by AR application. The respondents for the study were grouped into two (experimental and control groups) and were asked to design a room. The respondents in the experimental group were asked to design a room by providing an AR application, and the control group was asked to design a room without an AR application. These designs were evaluated by 15 professionals on five parameters- harmony, volume, design, colour scheme and positioning. The ratings given by these professionals were analysed using a t-test. From the analysis, it was concluded that according to the interior designers' opinion, the AR application proves to be helpful to the customers in creating better room designs. These findings indicate that AR application increases customer ability to select appropriate furniture for designing their homes. Based on these findings, it can be suggested that the AR applications can be used in the furniture selection process for a better choice of furniture. 2022 SCMS Group of Educational Institutions. All rights reserved.

Source

SCMS Journal of Indian Management, Vol-19, No. 2, pp. 26-34.

Date

2022-01-01

Publisher

SCMS Group of Educational Institutions

Subject

App-based marketing; Augmented Reality; interior designing; Product selection

Coverage

Thomas T., School of Business and Management, CHRIST(Deemed to be University), Karnataka, Bangalore, 560029, India; Mathew R., School of Business and Management, CHRIST(Deemed to be University), Bangalore, 560029, India; Ambady K.G., School of Teacher Education, Florida State University, Tallahassee, 32306, FL, United States

Rights

Restricted Access

Relation

ISSN: 9733167

Format

Online

Language

English

Type

Article

Identifier

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139400383&partnerID=40&md5=d629da83d60f879dffa62e8fd6f4f180