Who Wants to Use an Augmented Reality Shopping Assistant Application?

Daniel Mora, Robert Zimmermann, Douglas Cirqueira, Marija Bezbradica, Markus Helfert, Andreas Auinger, Dirk Werth

2020

Abstract

Brick-and-mortar retailers need to stay competitive to the convenience provided by online channels. Technologies, such as personalized shopping assistants on smartphones can empower customers in-store towards a similar experience as in an online scenario. For instance, an augmented reality shopping assistance application with explainable recommendations (XARSAA) can mimic the behavior of recommender systems in personalizing offers to consumers in physical shops. However, before deploying such technologies, it is essential that retailers get to know the demographics of their customer base. Existing literature rarely addresses the influence of customers demographics towards XARSAA technologies. Therefore, we follow a design science approach, and develop an instantiation of a XARSAA artifact, which is artificially evaluated through a controlled online user experiment with 315 participants. Results illustrate multiple demographics which influence customers attitude towards an augmented reality shopping assistant application in brick-and-mortar stores. Additionally, we provide insights into the design of such technology to guide researchers in its implementation.

Paper Citation

in Harvard Style

Mora D., Zimmermann R., Cirqueira D., Bezbradica M., Helfert M., Auinger A. and Werth D. (2020). Who Wants to Use an Augmented Reality Shopping Assistant Application?.In Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - Volume 1: WUDESHI-DR, ISBN 978-989-758-480-0, pages 309-318. DOI: 10.5220/0010214503090318

in Bibtex Style

@conference{wudeshi-dr20,
author={Daniel Mora and Robert Zimmermann and Douglas Cirqueira and Marija Bezbradica and Markus Helfert and Andreas Auinger and Dirk Werth},
title={Who Wants to Use an Augmented Reality Shopping Assistant Application?},
booktitle={Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - Volume 1: WUDESHI-DR,},
year={2020},
pages={309-318},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010214503090318},
isbn={978-989-758-480-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - Volume 1: WUDESHI-DR,
TI - Who Wants to Use an Augmented Reality Shopping Assistant Application?
SN - 978-989-758-480-0
AU - Mora D.
AU - Zimmermann R.
AU - Cirqueira D.
AU - Bezbradica M.
AU - Helfert M.
AU - Auinger A.
AU - Werth D.
PY - 2020
SP - 309
EP - 318
DO - 10.5220/0010214503090318