| Keywords [eng] |
NFT, Need for Touch, Power Distance, Social Influence, Technology Anxeity, Denmark, Belarus, Online Shopping, Virtual try on, Agumented Reality |
| Abstract [eng] |
126 pages, 29 tables, 4 figures, 105 references. This research aims to examine the impact of 360°-rotation and virtual try-on, & hedonic- and utilitarian products on the purchase intention, depending on chosen personal and cultural characteristics of the individual, including NFT, Technology Anxiety, Social Influence and Power Distance. This research is comprised of three main sections: A review of existing theory and research on the topic, methodology of the research, and statistical analysis of the data. The literature analysis included reviews of relevant research and models, which led to the development of the research model for this research. The model is based on the Theory of Planned Behaviour, Unified Theory of Acceptance and Use of Technology, and the SE-TAM model and is aligned with the aim and objectives of this thesis. The research design proposes a 23 within-subjects factorial statistical experiment. The three conditions are 1) country (Denmark, Belarus), 2) SET (360°-rotation and virtual try-on) and 3) product (sunglasses and desk). The experiment was conducted using an online questionnaire, where the different conditions (SET x Product) was shown being used, in a video. The questionnaires gathered 62 respondents; each being exposed to two conditions each. This gives us a total of 124 valid responses to the different conditions. The data collected was analysed using SPSS to give an answer to the hypotheses and aim, with was to examine how different individual and social factors, influenced an individual’s attitude and intention to buy when exposed to different Sensory Enabling Technologies. The data in this research has been analysed using correlation analysis, linear- and multiple regression, mediation- and moderation analysis, and factorial analysis of variance in SPSS. The analysis revealed no significant impact by the social variables, Social Influence and Power Distance, on the attitudes or intention to buy. Technology Anxiety was also not found to have an impact, which aligns with the technological progress made since the last research was conducted. NFT, however, was found to have an impact on the perceived attributes of SETs, as well as on the attitude towards the SET. Furthermore, there was found a direct relation between the Attitude towards SET, Attitude towards Product, and Intention to Buy, indicating that the technology used to present a product, does influence the Intention to Buy the product. |
