| Abstract [eng] |
71 pages, 24 tables, 8 figures, 111 references. The main purpose of this master thesis is to determine factors that influence intention to use augmented reality in fashion e-commerce among Gen Z and Millennials. The Master thesis consists of three main parts: the analysis of the literature, the research and its results, conclusions and limitations/recommendations. The analysis of literature examined augmented reality definition, uses in literature and industry. Then the author discussed how it is utilized in fashion retail and how consumers benefit from using augmented reality. By examining TAM and UTAUT theories, the author chose TAM as the theoretical background for the master thesis. The next part of literature analysis was the discussion of the factors: perceived usefulness, perceived ease of use, perceived augmentation, perceived vividness, perceived interactivity, perceived immersion, perceived enjoyment, habit and experience, and trust (or privacy concerns). In the final part of literature analysis, the author examined Gen Z and Millennials shopping behaviour with and without augmented reality. Consequently, the author compiled the research model and hypotheses. Based on the theoretical analysis and model, the questionnaire was developed. Overall, the author received 211 responses to be analysed. The results were analysed by using IBM SPSS program. Cronbach’s alpha coefficients of all constructs were consistent. The hypotheses testing was carried out by linear, multiple regression and by SPSS PROCESS. Out of 19 hypotheses, 16 were accepted and 4 were rejected. The conclusions’ part was written to answer all the objectives set at the beginning of the master thesis. As a result, TAM proved to be a right theoretical model to carry the research. Perceived usefulness, trust and perceived enjoyment have a positive impact on behavioural intention to use augmented reality in fashion e-commerce among Gen Z and Millennials. Factors like perceived immersion, perceived ease of use and perceived interactivity also influences behavioural intention to use augmented reality through mediating variables: perceived enjoyment, perceived usefulness and perceived ease of use, consecutively. When it comes to experience of augmented reality use, approximately 80 % of respondents are familiar and used it in the past. The author believes that introducing augmented reality to fashion retail platforms would be an added value and bring experiential value for consumers. Future research should add usage variables to the model and conduct the research in controlled setting to further understand consumer behaviour toward augmented reality in fashion e-commerce. |
