A comparison study of AR applications versus pseudo-holographic systems as virtual exhibitors for luxury watch retail stores View Full Text


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Article Info

DATE

2019-03-05

AUTHORS

Pedro Morillo, Juan M. Orduña, Sergio Casas, Marcos Fernández

ABSTRACT

The market of luxury watches has been continuously growing across the world, regardless of economic crisis. However, consumers can purchase online, on the web pages of the luxury watchmakers, the same product they can acquire in physical retail stores, producing a significant reduction in the overall sales of the latter ones. To reduce this trend, retail stores should increase their added-value services, one of which could be the use of virtual exhibitors in the shop. In this paper, we have developed two multimedia solutions (an Augmented Reality application and a pseudo-holographic system) for the creation of virtual exhibitors, and we have carried out a comparative study (based on real users) to measure which system would produce the best impact on users when used in traditional luxury watch retail stores. Our primary hypothesis was that there would be significant differences between the use of the mobile AR application and the use of the pseudo-holographic system. Our secondary hypothesis was that user preference for the mobile AR application would be higher than for the pseudo-holographic system. More... »

PAGES

1-15

References to SciGraph publications

  • 2018. Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda in AUGMENTED REALITY AND VIRTUAL REALITY
  • 2011. Anderson–Darling Tests of Goodness-of-Fit in INTERNATIONAL ENCYCLOPEDIA OF STATISTICAL SCIENCE
  • 2016. Design of a Mobile Augmented Reality Application: An Example of Demonstrated Usability in UNIVERSAL ACCESS IN HUMAN-COMPUTER INTERACTION. INTERACTION TECHNIQUES AND ENVIRONMENTS
  • 2014-12. Novel AR-based interface for human-robot interaction and visualization in ADVANCES IN MANUFACTURING
  • 2013-02. Expected user experience of mobile augmented reality services: a user study in the context of shopping centres in PERSONAL AND UBIQUITOUS COMPUTING
  • 2009-03. Sustaining the luxury brand on the Internet in JOURNAL OF BRAND MANAGEMENT
  • 2017. Engineering the Intangible: Strategic Success Factors in the Luxury Watch Industry in EVOLVING BUSINESS MODELS
  • 2011. Comparative Evaluation of Interfaces for Presenting Location-Based Information on Mobile Devices in DIGITAL LIBRARIES: FOR CULTURAL HERITAGE, KNOWLEDGE DISSEMINATION, AND FUTURE CREATION
  • 2017. Digital and Social Strategies for Luxury Brands in LUXUSMARKENMANAGEMENT
  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/s00530-019-00606-y

    DOI

    http://dx.doi.org/10.1007/s00530-019-00606-y

    DIMENSIONS

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